May 29th, 2014
Ad Tech Companies Create Mobile Ad Exchange to Rival Google, Twitter
By Mark Bergen
An Exchange Focused On Native Ads and International Markets
Two ad-tech companies are creating what they believe will be the third-largest mobile ad exchange behind Google and Twitter. Rubicon Project, a technology company that helps publishers and advertisers buy and sell ads programmatically, is partnering with the mobile ad network InMobi to launch the exchange which will sell both native mobile ads appearing in-stream and banners.
InMobi, which is based in India, has carved out sizable chunks of the mobile-ad markets across Asia, Africa and the Middle East. For brand advertisers hoping to hit consumers in emerging markets, where mobile phones outnumber TVs, the new exchange may provide an easier reach.