Digital-advertising developer OpenX Technologies Inc. (OpenX) is teaming with Samsung Electronics to offer “a major new private advertising exchange specifically for global mobile inventory, including smartphones and tablets.”

The new exchange – dubbed the “Samsung AdHub Market, Powered by OpenX” – will be available to advertisers that want to advertise on mobile-specific inventory. The program should launch sometime during the second half of the year.

“The partnership creates the first mobile private exchange formed by one of the world’s leading digital device manufacturers and is part of Samsung AdHub’s vision to provide sophisticated targeting solutions for advertisers,” the partners say.

Earlier this year, Samsung launched Samsung AdHub for SmartTV advertising, enabling brands to deliver 3D, video and other interactive ads into viewers’ homes via Samsung’s SmartTVs. With the OpenX partnership, Samsung AdHub is expanding its capabilities to include an integrated RTB Mobile Market to capitalize on the mobile-advertising opportunity.

More about AdHub: The new exchange reportedly enables global advertisers to purchase mobile inventory from mobile developers and Samsung Electronics within a closed marketplace environment, allowing easy targeting of desired audiences. By offering real-time bidding capabilities, the exchange enables application developers to sell their inventory to buyers that compete for each impression in a real-time auction with a minimum floor price.

“We’re excited to partner with Samsung to launch a powerful monetization solution for mobile developers worldwide,” adds Tim Cadogan, CEO at OpenX. “Equally important, the partnership will provide advertisers with access to a new pool of high quality mobile inventory at scale. Helping both publishers and advertisers maximize the value of online advertising regardless of the device on which it is displayed is core to our mission at OpenX.”

Recent research notes worldwide mobile advertising revenue reached $3.3 billion in 2011, estimated to grow to $20.6 billion by 2015 (up 520 percent in fewer than five years). Although North America and Western Europe are regions where mobile advertising budgets will likely grow the most in coming years (representing 28 percent and 25 percent, respectively by 2015), Asia/Pacific and Japan will continue to dominate the global market share (33.6 percent) of the mobile advertising budget in 2015.

The Daily


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