This week, cell phone service provider Vodafone agreed to make Yahoo its exclusive display advertising partner in Britain.

The advertising will take many shapes and be seen across all of Vodafone's content services, emphasizing customer opt-in benefits, reports DM News. "Vodafone customers that agree to accept carefully targeted graphical advertising on their mobile devices will have the opportunity to enjoy savings on certain services, which may eventually include mobile games, television and picture messages, and other services," Marco Boerries, an SVP at Yahoo, is quoted as saying.

Yahoo has been testingits mobile ad technology in the U.S. and U.K. - in response, Yahoo says, to the rising number of consumers using the internet on their mobile devices.

According to JupiterResearch, 10 percent of U.S. mobile users browse the web on their phones, but only 2-3 percent do so at least five times a week - a key measure of active Internet use and advertising readiness.