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BizReport : Mobile Marketing : October 28, 2011

MoPub releases RTB option for mobile

With more than three-quarters of the American consumer base having a mobile phone and many of those consumers quickly adopting smartphones, advertisers and publishers are looking for more options to advertise within the space. A new offering from MoPub Marketplace will give publishers real-time bidding (RTB) options, which should help to optimize ads and better control costs.

by Kristina Knight

"Until today, publishers have had to operate their mobile ads through a black box: blindly trusting ad networks, without knowing which ads are effective and with no control over the type of ads consumers receive. This matters considerably to the top tier publishers we are working with who are concerned with brand protection as well as ad performance," said Jim Payne, CEO and co-founder of MoPub.

MoPub is a newbie to the mobile space, started by former AdMob and Googlers. Their RTB platform is self-serve set up to give mobile publishers access to competitive ad auctions without giving up control of their content space. Through the platform app publishers and advertisers can bid on ad space in real-time.

Through the platform:

• Ad metrics can be tracked to specific advertising creative
• Advertisers have a simple, self-serve platform for mobile ads
• Ad blocking options so that competitors aren't given space

The MoPub platform serves ads across Android, iOS and other mobile web platforms so advertisers need not worry that ads can only be served to Apple or Android devices. More than 650 publishers have signed on to the platform which reports serving billions of monthly ad impressions.

Tags: mobile marketing, mobile publishing, mobile RTB, MoPub, real-time bidding

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