Ringleader Digital, a technology provider for mobile advertising campaigns, has partnered with Eyeblaster, a provider of campaign management and agency ad-serving services.

The partnership integrates Ringleader Digital?s Media Stamp analytics technology into Eyeblaster?s Channel Connect for Mobile. Through the partnership, customers can use Eyeblaster to serve mobile ads to multiple mobile publishers and gain access to real-time tracking and metrics for advertisers and agencies.

?Both Ringleader and Eyeblaster are on the same page in saying that for mobile to thrive, it has to tie into the online ecosystem, and we provide a digital advertising delivery system that incorporates both, with publisher ad servers all integrating together,? said Mark Pearlstein, senior vice president of business development at Ringleader Digital, New York.

?We provide all of the buy-side tools agencies use, a campaign management system integrating the publisher side and the agency side,? he said. ?In addition to basics such as click-tracking, we?re leveraging our Media Stamp technology to track reach and frequency ? we can track uniques on a campaign basis for the first time in mobile.

?Unique calculations have been very algorithmic in nature, but what we?re doing here is real-time, and the real value to an agency is frequency capping, say, a campaign of no more than 49 overall impressions per user and no more than three per week.?

Eyeblaster?s Ad Campaign Manager enables interactive agencies, advertisers and publishers to manage campaigns across digital media channels, including online, mobile and in-game, and a variety of formats, including rich-media, in-stream video, display and search.

In 2007, Eyeblaster claims to have delivered campaigns for nearly 7,000 brand advertisers serving approximately 2,500 ad agencies across more than 2,700 global web publishers in more than 40 countries worldwide.

Since it was founded in 2005, Ringleader Digital claims to deliver the online equivalent of ad-serving technology and functionality to the mobile and new-media markets.

Ringleader has developed the RLD platform consisting of licensable services that allow publishers, agencies and analytics companies to identify, track and target mobile and new-media users in real time.

Every component integrates with the ad-serving systems already in use.

Channel Connect for Mobile capabilities coupled with Media Stamp features provide agencies with reporting for unique users.

Media Stamp identifies mobile devices across multiple sessions, solving some of the challenges specific to mobile such as creating parity with online and providing extra targeting capabilities.

Ringleader Digital?s device identification provides advertisers with frequency capping, acquisition tracking and unique reporting other capabilities through Eyeblaster?s campaign management for mobile.

?Ringleader doesn?t have a buy-side tool, so Eyeblaster is solving a solution gap ? we want to touch those systems that are already installed in the agencies,? Mr. Pearlstein said. ?As for Eyeblaster, they have an agency solution, but they don?t have a mobile publisher solution.

?We?re focused on two parts of that ecosystem and we?re putting them together, and this solves the integration issue for brands and agencies themselves,? he said.

?They can run a campaign just as they would do online, and we handle all integration efforts, which can be site-specific across any site you choose even if it?s touching multiple networks.?

So what does this mean for the mobile advertising ecosystem as a whole?

?The key here is that mobile has been dominated from its inception by ad networks, whereas online was dominated by sites selling their own inventory early on, so mobile has evolved inversely as far as ad sales,? Mr. Pearlstein said.

?Brands should be able to go buy inventory directly from publishers, and we?re not saying ad networks don?t have a place, but we?re extending brands? and agencies? choice to give them more flexibility, the same as they have online,? he said.

?At Ringleader, we get the benefit of expansion by running these buys onto other publishers? networks, and publishers get exposed to Ringleader?s technology, and they may choose to use Ringleader as their master ad server going forward.?