Jumptap has revamped its mobile ad network, giving consumers the ability to manage their own profiles for a more personalized brand experience.

The new feature, which is slated for a mid-year release, will let consumers opt out and tell brands what they want, when they want it. In addition, the company claims that the feature signals a mobile advertising market shift, away from competing mobile advertising platforms to a single, open platform with the consumer in control.

?We?ve evolved [our] mobile ad network ? offering the reach of unique users through mobile Web sites, carrier portals and apps,? said Paran Johar, chief marketing officer of Jumptap, New York. ?Our platform is an open platform ? supporting all devices and technologies ? this is in direct contrast to iAd ? which is starting to look like the new walled garden.

?The biggest news is allowing consumers to manage their own profiles ? this is a first in mobile advertising,? he said. ?Everyone has acknowledged that mobile is different ? ads must be viewed as valuable content ? in order to be embraced.?

Jumptap operates an independent mobile ad network of mobile Web sites and applications in North America and Europe.

Consumer appreciation
According to the company, for mobile advertising to be successful, it must be personalized and relevant for the 24/7 consumer.

The new platform lets advertisers buy cost-per-thousand, cost-per-click or both.

Rich media
Additionally, Jumptap partnered with Medialets and Crisp Wireless to create the Unified Rich Media Ad Platform that delivers rich-media ad units on mobile applications and the mobile Web.

The service gives advertisers and publishers a single platform where they can run media ad units across multiple devices.

?It offers the broadest array of rich media and innovative ad units ? all from one network,? Mr. Johar said. ?People want one-stop shopping. They do not want to go to different places to get different ad units for their campaigns.

?This also plays well to our open strategy,? he said. ?Take Apple?s iAd for example - most advertisers don't care where their ad is placed from a hardware/software perspective, but rather they care about reaching their audience and engaging them.? 

Mobile platform
The Unified Rich Media Platform offers various formats such as banners, video and Web interstitials, configurable click-through actions, tap-to-video, tap-to-audio, scrolling, shakable, take-over-branding and location-awareness. 

Jumptap will initially be offering its service on mobile Web sites and with an iPhone SDK.

Android and iPad media ad unit support will be released soon.

?Jumptap is strongly differentiating itself from the pact,? Mr. Johar said. ?It is the consumer-driven mobile advertising marketplace built on transparency, privacy, and preference.

?We enables publishers, advertisers, developers, and carriers to engage with consumers in the most effective, efficient and transparent manner,? he said.