Microsoft Thursday launched the Microsoft Advertising Exchange for Mobile, as well as Mobile Advertising SDK for Windows Phone 7, which it claims as the industry's first platform designed to sell mobile ad inventory via a real-time, auction bidding model, paidContent reported.

This announcement just came out before Microsoft's rollout of Windows Phone 7 operating system in October, which, according to Media Week, would encourages application developers for Windows Phone 7 to tap into the ad service to monetise their apps.

Raj Kapoor, global director for product planning and marketing for Microsoft Mobile Advertising, said in the blog that the exchange is partnering with several outside mobile ad nets, including Millennial Media, WHERE, InMobi and MobClix. However, it did not mention any plans to work with the two biggest mobile players, Google nor Apple.