Mobile advertising company Amobee and AppsFuel, the marketplace for HTML5 mobile apps, today announced a partnership to monetize the global AppsFuel app inventory with Amobee PULSE for Publishers.

The SingTel-owned company was acquired a year back at a price tag of US$321 million to merge its existing functions like geo-localization services with an ad-serving platform covering banner and rich-media advertisements.

An independent initiative supported by Buongiorno, a wholly-owned-subsidiary of NTT DOCOMO, AppsFuel will be using Amobee’s PULSE for Publishers mobile advertising platform to monetize its direct and remnant mobile app inventory. By doing this, AppsFuel’s developers can generate higher revenues from ad impressions in their apps by using the most relevant advertisements.

“We are in a unique position to work with AppsFuel both as a mobile publisher and advertiser partner. AppsFuel developers will generate higher premiums for their mobile inventory, and together, we will undoubtedly make AppsFuel the top destination for the hottest apps on the market,” said Amobee CEO Trevor Healy.

“AppsFuel’s mission is to create a profitable ecosystem for mobile HTML5 developers, and we are ensuring this with carrier billing and now with the possibility of additional revenues via mobile advertising,” said Fernando González Mesones, Head of AppsFuel.

Read also: Amobee doubles down on Asia, expects 300% growth in the region in 2013

Recently, Amobee announced that it has partnered with four major telecommunications networks in the region, and is banking on big data analytics in improving its ad-serving platform. Meanwhile, AppsFuel apps are cross-platform compatible, and will work on any smartphone that supports HTML5. With this, users can find their favourites and share them on various social networking sites, being a platform-agnostic app discovery channel.

Amobee PULSE for Advertisers aims to simplify the task of buying mobile media advertisements. Meanwhile, Amobee PULSE Create launched last September as a mobile ad creation platform that allows advertisers and publishers to produce rich media and 3D mobile ad campaigns.

Image Credit: StarGroup