Home  › Media › Media Buying

Nexage to Run Private Mobile Ad Exchange

  |  December 14, 2011   |  Comments

Exchange will let publishers and app developers limit advertisers and avoid channel conflicts.

Nexage will launch a private mobile exchange to let its premium publishers select which advertisers can see -- and buy -- their mobile inventory.

The Nexage Exchange, announced today, will allow publishers and app developers to narrow the field of advertisers already bidding on Nexage's RTB platform.

"The bidders are integrated into our platform and constantly looking," says Ernie Cormier, CEO and president of Nexage. When using Nexage Exchange, "The publisher can say, 'I only want this six set of bidders to even see my inventory,' and then we manage that for them."

The company reports that its RTB bidding platform is now handling more than 12 billion monthly impressions, with bid volumes growing at more than 71 percent per month. Nexage says its revenues are growing at more than 70 percent per month.

The exchange will help publishers with direct sales forces avoid channel conflicts, the company says, or even use the exchange to augment direct sales.

Because Nexage works with only a couple hundred premium publishers, Cormier says, there's not a specific date on which Nexage Exchange will go live. Instead, the exchange setup is manual and set in motion by the account person for each publisher. "This is part of what we bring them to monetize their inventory. It's an evolution of our platform, and very different than if you were a platform serving a lot of small publishers in an automated way," he says.

Nexage faces a formidable competitor in Google, which just got the green light to absorb Admeld.

Last week, Admeld said it had added USA Today to the list of customers for its private ad networks; the customer roster also powers private exchanges for Conde Nast, NBCUniversal, Answers.com, FOX News, IDG TechNetwork, Discovery and The Weather Channel.

Admeld also provides the backend for Q, the private ad exchange formed in February by the New York Times Co., Hearst, Tribune and Gannett.

The USA Today client announcement came just days after the U.S. Department of Justice approved Google's acquisition of Admeld.

And, of course, Google also has fully integrated mobile ad network AdMob into its borg of ad tech offerings. While the ad behemoth has not announced any private mobile ad networks yet, Cormier thinks it's inevitable that Google will create a mobile exchange.

But he says he's not worried.

In fact, Cormier says, Nexage Exchange was created with APIs that will let other mobile ad exchanges tie into its system.

"In the evolution of online advertising, there are three or four large exchanges and a number of smaller ones, so we don't see why mobile would be any different," Cormier says. "Google will be there. We made product decisions in opening our APIs that assume there will be other exchanges. We will even support exchange-to-exchange."

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...