Third Screen Media Partners with Telephia to Provide Agencies and Publishers with the Mobile Industry's Leading Independent Consumer Research.

Integrating Telephia's Mobile Content Audience Measurement into Third Screen Media's Ad Management and Delivery Platform Helps Agencies Effectively Target Mobile Audiences

BOSTON and SAN FRANCISCO -- Third Screen Media, the leading provider of mobile advertising software and services, today announced it has partnered with Telephia to integrate its independent third-party mobile internet research into Third Screen Media's Web-based mobile ad management and delivery platform, MADX. Telephia is the world's largest provider of syndicated consumer research for the telecom and mobile media markets. This partnership will provide agencies and publishers with seamless access to critical independent consumer research during the media planning, buying and delivery process.

Over the last few years, major brands have utilized mobile advertising to take advantage of the tremendous ability to reach targeted audiences. Companies now recognize the effectiveness of mobile advertising and are allocating specific budgets for mobile campaigns, which in turn is driving the need for independent research that will help companies understand the reach and return on their mobile advertising investments.

Agencies will be able to tap into an independent, third-party market measurement and validation to share with their clients, which will be available alongside publisher self-reported data and Third Screen Media performance data--all on one screen in the MADX platform. For publishers, the partnership will offer research to assist in evaluating their audiences, the mobile advertising landscape and how to position their own mobile inventory to an agency.

Agencies looking to target specific audiences, such as business and African-American, will be able to identify within MADX the top mobile Web sites a particular group frequents. For example, Table 1 (below) demonstrates the top Web sites that support advertising among African Americans as well as business-related audiences. Eighty percent of the sites falling in the business group are active Third Screen Media customers, while 60 percent of sites within the African-American audience are Third Screen Media clients.

"Our partnership with Telephia is a win-win for agencies, publishers, and carriers" said Jeff Janer, CMO, Third Screen Media. "In joining forces, we are providing our customers with quality, independent research on a single platform that can help agencies and publishers determine the most appropriate strategies and media plans to reach a desired consumer base."

"Telephia's provides the most comprehensive and accurate consumer research for mobile media, employing proprietary measurement technology and large-scale consumer panels to completely measure the consumer's behavior, attitudes and experience," said Kanishka Agarwal, Vice President of Mobile Content, Telephia. "In combining our strengths with Third Screen Media, the industry will be able to take advantage of up-to-date mobile audience measurement to help maximize the return from mobile advertising campaigns."

Table 1: Reach Among Business and African-American Mobile Audience Within Top Ad-Supported Mobile Internet Sites

[TABLE OMITTED]

Source: Telephia Mobile Internet Report, November 2006

(a)Note: Defines percent reach among key demographic segments: Business Mobile Audience and African-American Mobile Audience

About Third Screen Media

Third Screen Media (TSM) is a software and services company that enables advertising on mobile phones and wireless devices. TSM's MADX product suite links advertisers, publishers, and mobile phone carriers together on a common platform to increase the efficiency and time-to-market for the buying and selling of mobile advertising in WAP, video, MMS and downloadable applications. MADX goes beyond ad delivery by providing in-depth research, planning and publisher inventory management analytical tools, yielding the highest possible ROI. Third Screen Media also operates the TSM|Network, the largest single source of mobile advertising inventory offering best-in-class content, targeted demographics and broad reach. Customers and partners such as USA TODAY, MasterCard, Dunkin Donuts, MSN, The Weather Channel and the world's largest advertising agencies rely on Third Screen Media's products and services to manage advertising campaigns uniquely optimized for mobile devices. For more information about Third Screen Media, visit www.thirdscreenmedia.com.

About Telephia

Telephia is the world's largest provider of syndicated consumer research to the telecom and mobile media markets. Telephia is your connection to the digital consumer. Since 1998, executives at service providers, device manufacturers, content providers, and retailers have relied on Telephia data to make confident competitive strategy, marketing and resource allocation decisions. Telephia uses its unique measurement tools and large-scale consumer panels to completely understand the digital consumer's behavior, attitudes and experience.