Vodafone Hungary will partner with Dutch mobile advertising technology operator MADS to offer a mobile platform for its Vodafone Live! portal. The network provider launched a mobile initiative that would provide brands with “highly targeted” display or text ads, PR Web reported.

The mobile ad service aims to target consumers on a more individual basis, which is done to bring about greater responses than non-targeted ads.

MADS was chosen for its “flexibility” and the “ease-of-use” of its mobile ad platform, said Zsuzsanna Winkler, manager of mobile advertising for Vodafone Hungary, according to PR Web.

Brands such as Nivea, OTP Bank, Gameloft and Electronic Arts have started advertising campaigns on Vodafone's portal.