iCrossing has created a mobile advertising and search division, called mCrossing, for creating a mobile presence for clients by developing messaging campaigns and optimizing content for discovery through mobile search interfaces, reports ClickZ. Other offerings will include local services, e-commerce and billing; mCrossing also offers a tracking platform - Interest2Action - which provides first-party cookie tracking and customized reports.

Of immediate concern to iCrossing is optimizing content on handheld devices, according to the article. "It's more than just making sure your site shows up on mobile devices," iCrossing's director of industry relations, Noah Elkin, is quoted as saying. "It's making sure the user experience you provide on mobile devices is one that will be compelling and keep them coming back."