Mobile ad technology firm Third Screen Media, which also runs an ad network, has just released its MADX|Publisher software - a mobile ad server with trafficking capabilities - to help publishers monetize mobile content, reports ClickZ. Already being used by the Weather Channel and USA Today, MADX will by March enable publishers to accept and respond to RFPs from agencies and advertisers, and make available inventory visible to them. The current version enables delivery of ads to WAP handhelds, offering targeting and optimization based on device type, geography, daypart, browser and carrier.

MADX also helps publishers to manage inventory, sales and accounting, including revenue splits with carriers. Third Screen charges a one-time set-up fee, a platform subscription fee, and CPM rates for ad delivery.

The company serves some 50 million monthly impressions on its ad network and recently finalized its first million-dollar ad buy; campaigns have apparently grown tenfold from a year ago and now average $100,000 to $200,000.