millennial media upsnap logoUpSNAP, a provider of SMS / VoIP-based mobile search and streaming mobile audio products, has announced a deal with mobile advertising firm Millennial Media. Under the terms of the deal Millennial Media (along with nine other partners) will have access to UpSNAP’s mobile search and streaming audio inventory for resale to advertisers and/or their media buying agencies.

The back half of 2007 was a busy one for UpSNAP, merging with animated greeting card provider Mobile Greetings in September and announcing a partnership with mobile search pioneer Go2 in November. With all this activity it’s difficult to get a sense of where UpSNAP is headed, but it appears the firm is rapidly moving towards an ad-supported content aggregation play (with the advertising sales function outsourced to third parties). By providing Go2 with time-sensitive mobile audio content (think audio news clips, like what you’d get from a syndicated news radio program), UpSNAP is essentially acting as a content provider to Go2’s local-focused, mobile search engine. Similarly, providing tying up with Ad Networks such as Millennial reinforces this position, as UpSNAP attempts to outsource the ad sales function of their search and streaming audio products so that they can focus more clearly on content aggregation (in this case, the content is mobile search queries and audio streams). The Mobile Greetings merger only further reinforces this position, as the deal wraps up UpSnap with a high-quality, ad/sponsorship-based mobile content provider.

Analysis: It remains to be seen what (if anything) will ultimately become of such agreements. As stated in reactions to similar announcements, the real challenge in the mobile advertising value chain isn’t in the aggregation of mobile inventory, it’s the actual sales of said inventory… and it would appear if UpSNAP’s inventory were truly valuable they would be able to achieve sell out with their existing nine mobile advertising partners (and therefore wouldn’t be looking to additional mobile ad firms – such as Millennial – to partner up with). That said, in all fairness to UpSNAP… their need for (yet another) mobile ad sales partner likely speaks more to the nascent state of the mobile advertising market than does to the quality of UpSNAP’s inventory.

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