Carriers traditionally have decided what applications most consumers see on their cellphones, setting rules and negotiating fees for software developers to gain access. Google has struggled at times in recent years to get its products — including Google Maps, Gmail email and its search engine — onto mobile phones in a way that’s easy for people to use.

In the video below, Amol Sharma of the Wall Street Jornal reports on Google’s new announcement that the company is developing cellphone software with a variety of wireless handset makers and operators. However, ad server technology designed or cell phones is a part of the componentry being built out as well.

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