Vodafone and Yahoo to Launch Mobile Ads

The title says it all. Yahoo has landed a position to be the exclusive display advertising partner to Vodaphone, a British mobile phone group. A couple of thoughts immediately come to mind:
1). Will Yahoo's new Panama platform allow U.S. advertisers to target ads outside the U.S. and target mobile ads outside the U.S.? Or do we have to advertise through Yahoo's UK office?
2). Vodaphone's service extends throughout Europe and some parts of Asia. Will marketers have the ability to DMA target selected customers beyond UK?
This partnership certainly has some serious potential for mobile advertising. Source: Reuters