Mobile advertising mediation services provider AdMarvel has upgraded its platform with new ad serving, analytics and revenue optimization features to help mobile operators and publishers get more out of their advertising.

AdMarvel's open advertising platform allows mobile publishers and operators to integrate inventory from most any ad network into their data services and track the performance through a dashboard interface.

The company has boosted its ad-serving functionality to enable its customers to provision, manage and track the effectiveness of both sourced campaigns and internally developed house ads. It also now offers a variety of pricing models and targeting by device type, user profile and operator and frequency capping.

New analytics tools track technical and revenue performance across a publisher's network and deliver detailed reports on ad requests, fill rates, click-through rates, effective CMP, users, devices and geographic distribution.

According to AdMarvel CEO Mahi de Silva, the new services "arm mobile publishers and carriers with better visibility and powerful control over advertising. Customers with early access to the analytics tools have used it with great success to improve forecasting and to negotiate better deals."