Yahoo has no desire to let the mobile web go the way of the web.. meaning to lose their front leader position. Mobile advertising is a natural continuation for their business. It will be easy for them to get advertisers to place ads on the web and on the mobile web at the same time. Though the field is crowded, with many only mobile ad servers, Yahoo brings several key advantages to advertisers.

Yahoo has a similar advertising deal with Vodafone Group, and the alliance with T-Mobile gives it access to two of the top four mobile phone network operators in Britain.

Advertising on the mobile web has grown rapidly in recent years and Yahoo has been aggressively targeting deals to sell and manage ads after suffering setbacks in its core Web search and advertising business against competitors such as Google.

“Banner advertising through the Internet on your mobile creates many opportunities for potential advertisers to adopt innovative marketing campaigns,” Phil Chapman, director of marketing at T-Mobile said in a statement. “We regard Yahoo as a leader in display advertising, and with its deep understanding of the mobile space and the potential that mobile advertising can offer clients, we’re glad they are on board as our partners.”

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