Vodafone and MADS? What about Amobee?

Maybe I am missing something here - so view this as a “talking out loud” article more than anything else.  Basically remember that Vodafone bought a stake in Amobee and so did Telefonica.

Then last year I heard rumours Telefonica was experiementing with different companies and also that Vodafone had chosen MADS for some countries mobile advertising.

So when I read Cian’s article http://www.gomonews.com/vodafone-selects-mads-for-mobile-advertising-in-netherlands-and-greece/  … I got thinking.

What does this mean?

Well - to be honest - it might not mean anything. Smaller subsidiaries can opt for their own mobile advertising arms. We have seen this in the transcoding space where Novarra won a big contract but small Vodafone partners went with InfoGin.

This might be just a testing trial or a “lets see”.

Then my mind swung 180 degrees and what if this is to get information for Amobee from MADS?

Then it swung again maybe MADS is just a lot cheaper than Amobee and its a cost issue.

I am not sure -but I would have thought that Vodafone and Telefonica would chose a partner that would bring it financial gain? I mean it seems reasonable or something that one would do? No?

I am not sure -but all I know is that it all seems a bit strange to me.