All eyes are on Yahoo!'s
Earlier this week, Yahoo! said it's unveiling an initiative called Yahoo! Mobile Publisher Services, which will offer website publishers tools they can use to post and manage ads on Yahoo! and, of course, hook up with potential advertisers. So far, according to MarketWatch, a few of the major advertisers that have expressed interest include Pepsi
Meanwhile, there have been other tactical advances on the battlefield recently. Both Yahoo! and Google announced new partnerships to offer availability of their services on mobile platforms. Yahoo! said it's linking up with Virgin Mobile USA, and Google said it's hooking up with LG Electronics. Also, bloggers from Business 2.0 noted this week that Google has started serving up ads with its mobile searches.
Let's not forget Microsoft
There's a large monetary opportunity in mobile advertising, so it's no wonder that the cascade of mobile-related initiatives, strategic relationships, and press announcements currently feels like a phone ringing off the hook. Ultimately, though, when the dust settles, it will be interesting to see whether Google might deliver too little too late this time around, and whether its rivals that tend to get a little less investor adulation might win the day in the nascent mobile search market.