Cell phone ad vendor Amobee Media Systems just received a minority investment from wireless UK-based giant Vodafone, MediaPost reports, adding yet another player to the confusing, multi-layered mobile advertising landscape.

Amobee launched its first consumer trial last year, and has since "partnered with carriers including Vodafone in Greece, the Czech Republic and Spain. The company's software delivers ads to a range of mobile content and formats including the mobile Web, WAP, games and messaging," according to the article.

Vodafone Invests in Startup Mobile Ad Platform [MediaPost]