Former MD of mobile advertising specialist Smaato, Ramy Yared, has set up his own outfit, adsmobi.

The company's first move has been to sign up with his former employer.

The deal allows adsmobi, which focuses on matching agencies with brands in the mobile arena, to utilise Smaato's SOMA platform.

Yared has worked within the mobile advertising industry for more than six years, his reign at Smaato having been preceded by a run at mobile media firm Buzzcity.

Adsmobi says having access to Smaato's worldwide network of over 2,500 publishers, and which handles more than 4 billion ad requests monthly, should allow it to provide advertisers with sophisticated targeting capabilities - specific demographics, locations and channels all available to its clients.

The news coincides with Smaato's own efforts to strengthen its SOMA platform, the company launching two new SDKs supporting both the iPhone and Android handsets.

Smaato's efforts to reinforce SOMA should provide partners such as adsmobi with extra usage data, making keeping track of advertising revenues far easier.