MoPub Launches New Marketplace For Real-Time Mobile Ad Bidding

31 Oct

MoPub is the mobile advertising start-up established by former Admob and Google employees.  MoPub has been known as a kind of a “Doubleclick for mobile” till now. The company has spread out its offerings, last week, with the foundation of the MoPub Marketplace. This Marketplace will serve as fundamental trading floor for mobile ads,  that allows app publishers to join with ad buyers in real-time.

The Marketplace will function as a self-serve platform. This lets publishers to access for new sources of revenue, at the same time still remaining in control of their mobile ad inventory. Jim Payne, Co-founder and CEO of MoPub Marketplace emphasizes that the new real-time Market place can perform more than what ad networks do.

iOs and Android developers who wish to employ the new service of MoPub, can download the updated SDK. The updated SDK is already in use by above 650 publishers on the MoPub platform. As it is installed, the publishers will get detailed knowledge right down to which individual ad creatives are working and the quality of their work, for instance, henceforth, MoPub will begin offering even more fine-grained information, that covers hourly analysis of ad inventory.

In the Marketplace it is publishers’ choice to choose whether the app’s name  is to be closed or exposed to bidders. The publishers can block ads from a particular advertiser or brand, like ads by a rival. They can also block a particular ad itself.

Payne also says that though there are other real-time marketplaces like  Nexage’s  solution, which is fairly complete, MoPub look forward with confidence to differentiate itself by becoming the one-stop for publishers. Marketplace’s full lineup now covers direct-sold ads, cross-promotional campaigns, ad networks, and, thanks to the Marketplace launch, real-time bidding, all in one place.

The pilot program for the Marketplace was previously in testing with around 10% of its user base (65 publishers) on an invite-only basis. Now, any interested publisher can sign up here for free.

MoPub has raised over $6.5 million in venture capital from Accel Partners and Harrison Metal Capital. The funding was used towards the Marketplace enhancement and to raise its staff, which is now 30 people, mostly engineers, in San Francisco and New York (and still growing).

Source: techcrunch

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