SAN MATEO, California: Mobile search and advertising firm 4INFO has partnered with Yahoo, providing   technology that enables the web portal to publish content such as news updates, horoscopes, sports scores and weather forecasts via ad-carrying text messages.

The start-up company, which will also sell the ads through its mobile-ad network, claims to reach eight million unique visitors a month.

It usually splits the revenue with its media partners on a 60-40 basis, the larger share going to whichever party makes the sale. Consumers sign-up to receive the messages.

4INFO, founded in 2004, has similar deals with NBC Universal IAC and newspaper giant Gannett, which owns a small stake and is convinced of the benefits of selling print and mobile ads packages.

Declares Matt Jones, director of mobile strategy: "A newspaper is produced once-daily. With the text messages you can layer-in interactivity, whether it be stock quotes, sports scores or updated weather."

According to research firm eMarketer, mobile-message advertising is expected to reach $1.5 billion (€952m; £759m) this year, up 82% on 2007.

Spending on mobile-message advertising now accounts for around 88% of the $1.7bn spent on mobile ads.

Data sourced from Wall Street Journal Online; additional content by WARC staff