Round Up: Behavioural Targeting In Japan; DoubleClick Mobile; AdMob IPhone

– New York-based behavioral targeting company Revenue Science has partnered with Japanese web portal operator mediba and the Digital Advertising Consortium (DAC) to launch an advertising service in Japan based on mobile web user behaviour. Mediba will create audience segments on KDDI’s au one portal reports ClickZ.

– DoubleClick has launched a mobile advertising management service. DoubleClick Mobile is “capable of pairing ads with content according to the screen size and capabilities of the device being used to view them, and supports device-specific previews for each ad position and execution” reports ClickZ. It supports ad formats such as combination ads and roadblock ads, as well as pixel-based ad tracking. The article claims CPMs for mobile are still in the $20 range.

– AdMob has done something interesting with text ads on the iPhone…”Put simply, its new ad unit has learned to leverage the core functionality of the iPhone, specifically the mapping technology, to turn text links into richer location-aware advertising” reports Msearchgroove. There’s a demo via a YouTube video.