Mobile services provider MIA has confirmed it has secured a contract with Optus to supply its new mobile ad serving and management system, AdFactory.

The deal will see all of Optus’ mobile portal advertising inventory managed by MIA’s mobile advertising platform.

Optus will use AdFactory’s customised interface to provide it with a range of tools designed to effectively manage its mobile campaign delivery and report on its performance.

Mark Mulder, general manager of content and portals at Optus said, “Mobile advertising is a highly strategic part of our business and so we needed an ad management solution designed and built specifically for mobile.”

MIA has been working with Optus since 2007, when it was appointed to run the carrier’s mobile TV service. It also provides Optus with the Fox Sports Video and Sky News Video services plus The Hot Hits and So You Think You Can Dance mobile services.