Portable social video technology vendor mDialog announced at this week’s Ad:Tech digital-marketing conference what company officials called a “new step,”“Video as a Service product” for managing and delivering video content with ads to the iPhone/iPod touch owner.

The mDialog platform can insert geo-targeted video ads into a VOD or live-video stream using the iPhone -- notably Apple’s new HTTP Adaptive Video Streaming technology. The product also brings to market previously unavailable features, according to mDialog. offering media publishers and advertisers a

HTTP adaptive video streaming technology loads video content faster and “adjusting in quality in real time according to network strength,” according to mDialog officials, who pitch the technology as “boosting the iPhone (News - Alert) user experience.”

For advertisers, the mDialog platform includes geo-targeted dynamic video ad insertion -- the ability to dynamically insert video ad content based on the actual location of the iPhone, integrated with DoubleClick (News - Alert).

The publishers’ iPhone app can either be powered by mDialog’s White-Labeled iPhone offering or their existing app. “Additionally,” mDialog officials say, “they can select the weighting and placement of ads in real time, including mid-roll.”

Video publishers wanting to reach the iPhone owner “have hurdles to overcome, including VOD, live streaming, video codecs, CMS servers, CDN and Ad Server integration-the mDialog platform removes those hurdles,” says Greg Philpott, President and Founder of mDialog.

In April TMC had the news that mDialog partnered with mesh, a North American Web conference in Toronto, to produce meshTV.