Medio will offer users the ability to search and browse through content on CBS Sports Mobile, CBS Mobile News and CW Mobile Web sites. Medio’s technology attracted CBS Mobile because it s was mobile-centric in concept and design according to Cyriac Roeding, executive vice president, CBS Mobile.

Mobile searches about a sports team will return results that provide a snapshot of updated scores, injuries and news about the specific team. Ads related to the users search terms will be displayed next to the results.

The partnership with CBS is the official launch of Medio Mobile Search for Publishers, an ad supported search service created and optimized for the mobile Web. Medio MobileNow is one of the largest aggregated mobile search advertising networks in the U.S.

"CBS has great insight into mobile consumption from their audience and clear vision for extending brand loyalty beyond CBS’ outdoor, television and online media entities. We’re excited to partner with CBS on creating a standard for what consumers should expect from a mobile experience," said Brian Lent, Chief Executive Officer for Medio Systems.

"We believe mobile advertising is one the biggest business opportunities in the mobile world, and we want to be at the forefront of it," said Cyriac Roeding, Executive Vice President, CBS Mobile. 

"Teaming up with best-in-breed companies in an open and non-exclusive way is the cornerstone of our strategy – and these companies are leading the mobile advertising marketplace in terms of intelligent ad serving and distribution technologies and services.  They will enable us to expand our relationship with our Top 200 advertisers while reaching thousands of smaller advertising brands from around the world wanting to place ads around CBS Mobile content."

CBS also said it will offer clients a variety of advertising options. Including text and banner ads on mobile Web sites, to commercials in video news and sports alerts, along with video ads within mobile video.

CBS will use AdMob’s banner and text ads on its mobile web pages.  Millennial Media will offer CBS text and banner ads and will sell CBS inventory on the mobile Web sites. Rhythm NewMedia will provide video ads for CBS and Third Screen Media will sell mobile advertising for CBS mobile sites.

"Having supported CBS SportsLine.com for the past few years, we’re pleased to grow our CBS partnership to provide innovative campaigns on the mobile handset," said Tom Burgess, CEO, Third Screen Media. 

"We view CBS as a first mover in mobile advertising and applaud their efforts to bring relevant, targeted advertising to the mobile consumer."