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While search giants like Google and Yahoo! have a lead on bringing search to mobile, they aren't too carrier friendly. JumpTap hopes to leverage that deficit.

Since the search giants don't operate within a carrier deck, carriers like Alltel are apprehensive about sharing subscriber info with companies like Google, reports Forbes.

This makes it difficult to send the right advertising to a mobile user; risks of badly-targeted executions include sending mobile video ads to phone that don't support digital imagery, for example.

This debacle opens up an opportunity for JumpTap, a mobile software provider that has jumped into bed with carriers through a white-label search and ad platform.

By going white-label, carriers can maintain their look and feel while JumpTap avoids going head-to-head with the search giants themselves.

Carriers also get to share the revenue on ads that target users based on demographics, handset model and service - so video ads go where they're supposed to.