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Amobee and Myriad Group Team Up to Deliver Intelligent Advertising on Global Scale

BARCELONA, Spain Feb. 15, 2011 MOBILE WORLD CONGRESS 2011 www.amobee.com

As part of the new agreement, Amobee will be joining forces with Myriad Group to combine its carrier-grade mobile ad serving technology with Myriad’s leading edge mobile client solutions. Together, they create a new mobile advertising platform. Powered by intelligent analytics from the device to provide greater visibility of customer on and off net behavior, Amobee and Myriad will allow advertisers to benefit from a step-change in real-time targeting precision. In turn, this will enable a higher degree of personalization and more compelling mobile advertising experience for the consumer.

The aim of the partnership is to create a new, rich line of advertising revenue for operators, OEMs, and premium publishers.

Myriad will power the solution in combination with Amobee. Recognizing the rising concerns around the use and storage of personal information by third parties, unlike many players in the market, Myriad does not export any user data from the device. In contrast, using proprietary patented technology, activity on the device is matched with a set of dynamic rules embedded in the handset client. This results in a very accurate profile snapshot that is converted into a reference code. This code is then sent to the ad-server and matched with an appropriate advert that is then published back on the device. Subsequently, the code is deleted from the ad-server.

Myriad has used its unrivalled technical expertise to ensure that the client has very low footprint on the handset. Therefore, manufacturers can quickly roll out and add mobile advertising features through a simple software upgrade – instantly plugging into Amobee’s rich advertising ecosystem of ad networks and premium publisher inventory. As a result, advertisers can tap into unparalleled reach, not possible until now.

Benoit Schillings

Mark Strecker

About Myriad

Myriad Group AG is a global leader in mobile technology and has shipped over 3.7 billion software applications in more than 2.2 billion mobile phones. Its comprehensive portfolio includes browsers, messaging, Java, social networking, user interfaces and middleware for all types of mobile phones, from ultra-low cost handsets to advanced smartphones.

The company provides both individual components and complete solutions, which enable handset manufacturers and operators to deliver amazing experiences on mobile phones. Myriad also develops USSD-based customer self-care platforms that deliver over 10 billion messages a year to 220 million mobile users across more than 35 mobile operators worldwide.

Switzerland France USA Mexico China South Korea Taiwan Japan Australia www.myriadgroup.com

About Amobee Media Systems

Redwood City, California

The company enjoys financial backing from some of the biggest names in venture capital: Sequoia Capital, Accel Partners and Globespan Capital, as well as strategic investments from Motorola, Cisco and leading operators Vodafone and Telefonica.

SOURCE Amobee Media Systems

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