Velti Launches Private Mobile Exchange for Premium Publishers
ADOTAS - Mobile marketing and advertising technology provider Velti announced today the official release of its custom private mobile exchanges for premium publishers. This gives publishers, as the company claimed, greater control over selling their ad inventory to the kind of sources they want to sell to. A statement issued earlier today by Velti boasted better pricing on inventory, greater data security (which would come from keeping that inventory out of the hands of potentially less-than-secure sources), more inventory, larger audiences for the publisher, efficiency in selling while maintaining brand safety for the advertiser, and ad content that meets the publisher’s standards of quality.
Velti’s calling the platform the mGage exchange, and the company says it reaches 20,000 publishers, and that on a monthly basis it reaches over 4.3 billion consumers and serves nearly 20 billion impressions. It’s a real-time bidding platform, too. The mGage exchange sees Velti putting its stamp on a number of mobile trends: Nexage already created a private exchange for mobile back in December, with Medialets following suit about a month later, and Sponsormob recently launched a mobile RTB platform.
In a phone conversation this afternon, Velti CMO Krishna Subramanian explained mGage is designed for “premium publishers that had their own sales teams and were looking for an exchange to more or less backfill.” And while in general there are sometimes concerns in this industry about whether exchanges can really provide the right kind of ads for a particular publisher, Subramanian clarified that mGage allows for a lot of control in how the inventory is filled. “You can segment the audience in any way,” he said, and part of the technology’s appeal is its “allowing the publishers to select who they want to work with. If they want to work with certain networks, they can. If they want to block a certain kind of network, they can.” That selectivity is one of the benefits of a private exchange, he explained.
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
- Sense Networks Releases New Predictive Mobile Ad Targeting Services
- Marketo Takes Marketing Automation to Social Media
- Adap.tv Announces Video App Center, Multiple Tech Solutions Under One Roof
- AdTruth Assembles Industry Leaders in Gambit for a “Mobile Universal Identifier”
- Adobe Announces “Simulcast” Solution to Make Cross-Device Viewing More Like TV
-
Loading ...
Latest News
- Sense Networks Releases New Predictive Mobile Ad Targeting Services May 23rd 2012 ADOTAS – Mobile location data/services provider Sense Networks announced today a [...] more »
- Marketo Takes Marketing Automation to Social Media May 23rd 2012 ADOTAS – At a point when Facebook’s flop of an [...] more »
- Adap.tv Announces Video App Center, Multiple Tech Solutions Under One Roof May 23rd 2012 ADOTAS – Today, video advertising platform and marketplace provider Adap.tv unveiled its [...] more »
- AdTruth Assembles Industry Leaders in Gambit for a “Mobile Universal Identifier” May 22nd 2012 ADOTAS - Device recognition service AdTruth (a division of fraud [...] more »
- Adobe Announces “Simulcast” Solution to Make Cross-Device Viewing More Like TV May 22nd 2012 ADOTAS - Today, Adobe released an updated version of its [...] more »
- Two Reports: Photo/Video Is the Fastest-Growing App Category May 22nd 2012 DM CONFIDENTIAL – According to recent numbers released by Flurry, [...] more »
- Facebook’s IPO: You Knew It Was Coming May 18th 2012 ADOTAS - It’s been a day of superlatives, as the [...] more »
Features
- Infographic:”The Social Sharing Button Playground” May 23rd 2012
- How The New “Call Spammer” Spends Your Mobile Click-to-Call Budgets May 23rd 2012
- Infographic: Where to Sell Online (A Flow Chart) May 22nd 2012
- How Online Measurement Is Transforming the Traditional Ad World May 22nd 2012
- Infographic: The ROI of Tag Management May 21st 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- Business Director-IEB-Microsoft Studios (792444)
- Marketing Communications Manager, Senior-IEB-TV &
- Senior Industry Marketing Manager - Media and Ente
- MARKETING DIRECTOR (medical software company)
- Senior Product Marketing Manager
Recent Comments
- How The New “Call Spammer” Spends Your Mobile Click-to-Call Budgets: [...] benign “pocket dial” or “accidental call,” call spammers explain why click-to-call ads can receive as
- The motivations behind gamification: Tapping into psychology | e6be marketing: [...] (http://www.adotas.com/2012/05/starting-simple-with-gamification/) (http://www.informationweek.com/thebrainyard/news/social_networking_private_platforms/231900162) [...]
- David: Photo sharing and video sharing apps are growing at an exponential pace. This is but
- Afternoon Announcements: Seven Essential Email Marketing Tips, How Engagement Can Measure Customer Sentiment & Lessons in Content Strategy From Children's Books | Duncan/Day Advertising: [...] How Much is a Facebook Follower Worth? [Ragan's] How Engagement Can Measure Sentiment &
