-- Google Brings AdSense To Cell Phones: Over the past year, marketers have been hoping that cell phone users will be more willing to put up with advertising as available content for mobile devices gets more sophisticated and varied. Now, Google’s (NSDQ: GOOG) pay-per-click ad program, AdSense, is putting that view to the test, as it will begin letting its network of affiliate websites use the ad targeting solution on cell phones. The move is expected to give AdSense members a significant boost, as they’ll now be able to realize revenue when a cell phone user clicks on their ad, which will consist mainly of text. The text ads will use the same auction model, aligning it with the site’s content and delivering an ad that’s designed to fit the interests associated with the site. Google has already been targeting its AdWords program toward cell phone users on its own sites.

-- Reuters Added To Mochila’s Syndication And AdMatch System: Mochila has added Reuters (NSDQ: RTRSY) to its online media distribution system. As part of the deal, the news service will make its content available through Mochila’s AdMatch program. With AdMatch, Reuters will provide its content to web publishers for free and earn a percentage of the ad revenue that accompanies that content. Reuters will also license its content to other sites for a one-time fee, under an agreement with Mochila as well.

-- Interactive Vets Launch Catalyst: Online ad industry executives John Durham, previously president of Sales & Marketing for Jumpstart Automotive Media, and Cory Treffiletti, former SVP, engagement architect for Carat Fusion, have partnered to launch Catalyst, which promises to help marketers develop their emerging digital media strategies. The company is based in San Francisco and is already working with Jitter Fingers, a social media tool aimed at teen and tween girls, and content mashup site Zude.

-- Gillette Accepts Creative Pitches Online: Over the summer, the Puerto Rican division of shaving products marketer Gillette heard pitches for its Fusion razor from amateur creatives via an online marketplace called OpenAd. The Slovenian-based company has 9,000 creatives signed up to offer their advertising ideas for sale in Europe. An American version is currently in the works, and is now being tested by Gillette’s parent, Procter & Gamble, as well as other major U.S. marketers.

-- Heinz Solicits User-Gen Ads: On this past week’s Emmy Awards broadcast, Heinz ran the winning entry from its user-generated commercial contest. The winner was Andrew Dodson, whose spot was called “The Kissable Ketchup.” The company received roughly 8,000 online video submissions on YouTube, with half being judged good enough to make the first round of the competition, called the Heinz Top This TV Challenge.

-- TargetSpot Adds Three Radio Groups To Ad Network: The streaming media ad platform provider TargetSpot has added three broadcast groups to its network. The three, who are taking part in TargetSpot’s ad-sharing program, are identified as Beasley Broadcast Group, which owns 44 stations, midwest-based Rubber City Radio, which has 11, and Haystack Media, which operates a web-based station.TargetSpot’s system lets advertisers create customized audio, video, banner and text ads, all of which are provided by TargetSpot.

-- Handheld Pacts With ScanScout On Overlay Ads: Handleheld Entertainment has struck a strategic partnership with online video monitor ScanScout. The deal calls for HandHeld to use ScanScout’s contextual matching technology to produce overlay ads that reflect the content of videos running on its online video network ZVUE.