This morning mobile search provider and ad network JumpTap launched “tapMatch” a new PPC marketplace for mobile phones. It accommodates both display and text ads — including both search and contextual advertising — across major carriers and a range of partner sites in the US and Europe. According to the company it offers the most advanced targeting capabilities of any mobile ad marketplace currently available. One can target by a wide range of parameters that include content, keywords, demographics, handset type, carrier, location and publishers.

The following video illustrates the creation of a mobile banner campaign:

JumpTap began its existence in 2005 as a white label search provider to help carriers better compete against Google and Yahoo. While it still offers white label search in the US and Europe, the company has adapted to a changed marketplace and become an ad network with publisher partners such as NBC, Fox Mobile, AOL, Ask, E Online and numerous others.

By contrast, Google Mobile AdWords allows targeting by language, location, publisher/placement and to a limited degree smartphones (iPhone/Android) vs. non-smartphones.

Related Topics: Search Engines: Mobile Search Engines | Search Marketing: Mobile

About The Author: Greg Sterling is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling. See more articles by Greg Sterling

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