A quick scan of Velti's promo push for its latest venture mGage suggests the firm believes the process of advertising on mobile is simply far too complex for many marketers to consider.

Though most projections suggests advertising on smartphones in particular is currently on the up and up, Velti – which purchased ad exchange Mobclix back in October – has set out to streamline the system to encourage more advertisers to take a punt on mobile.

The end result is the mGage Marketplace, which enables ad agencies to plan, execute, track and optimise their advertising from one platform.

Pure and simple

As you might expect, the firm claims mGage's ability to encourage more firms to advertise on mobile will result in publishers and developers alike seeing the benefit in their bank accounts, too.

"Based on our work with brands, agencies, media owners and operators across the globe, we realised there was a need for a marketplace where each component fundamental to the successful roll-out of a mobile marketing strategy could be bought, sold and managed," said Velti CEO Alex Moukas.

"Whether it is a publisher looking to monetise its inventory without risking channel conflict, an agency looking to plan premium mobile buys with tier one properties or a technology business looking to execute mobile programs and prospect for agency and brand customers, the Velti mGage Marketplace is the universal platform the industry has needed to realise the potential of this highly valuable channel."

Making most of Mobclix

Velti claims the span of mGage's set up is only possbile because of its buyout of Mobclix and the stake it the company has in CASEE, which operates China's largest mobile ad exchange.

Both networks will be wrapped up in mGage, but the network will also facilitate white label exchanges, allowing the creation of private marketplaces where agencies can work directly with tier one publishers and ad networks discreetly.

"We're very excited about the mGage Marketplace and the potential benefits for brands, ad networks and publishers around the world," said Mobclix co-founder Krishna Subramanian.

"Mobclix's mission has always been to help identify monetisation channels within mobile advertising and we believe the mGage Marketplace is a unique and compelling offering for all audiences looking to develop, execute and monetise mobile ad campaigns."