An alliance between mobile video search service Vuclip and mobile VAS firm mKhoj has been forged to make the most of a contracting advertising market. mKhoj is taking on two responsibilities for Vuclip, Salman Hussain, VP (Business Development) has told MediaNama.

Vuclip’s free mobile website will now feature ads placed by mKhoj. Amit Gupta, Co-Founder and VP Business Development, mKhoj, said targeted ads backed by advanced analytics would appear on Vuclip. What impressed Vuclip, according to Gupta, were Mkhoj’s proven high fill rates and eCPM. But how high is high? Gupta told MediaNama that they have fill rates of over 90%, (which is incredible) but he declined to comment on the eCPM. He did say that over the past few months, the eCPMs have been flat (surprisingly not declining), and most clients prefer click based deals.

mKhoj will also act as a reseller for Vuclip’s Video API, a paid mobile video and delivery platform that allows mobile operators, media companies, portals and social networks to offer their online video content to mobile users. mKhoj will introduce the Video API to its network of merchants and publisher clients.