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DataXu releases auction platform for mobile ads

DataXu is launching a new real-time bidding system for mobile ad inventory. DX Mobile, a demand-side platform for bidding on mobile ad exchanges, follows a similar trend in the online space.
Similar to an advertising investment management tool used for search engine marketing campaigns, DX Mobile procures ad inventory through competitive bidding.
Indeed, DataXu CEO Mike Baker thinks mobile ad networks are likely to pivot their business models toward ad exchanges or bidding platforms sooner than later.
“It’s a real-time auction that happens on an impression by impression basis,” he said. “This real-time bidding system” enables companies to target specific consumers and even deliver their ad when those consumers visit certain pages on a site, for example.
DX Mobile gets inventory from multiple exchanges to ensure that it get the best inventory possible, Baker said.
“There’s hundreds of millions of impressions available per month … and that will be going to the billions in the next quarter,” he concluded.

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Matt Kapko
Matt Kapko
Former Feature writer for RCR Wireless NewsCurrently writing for CIOhttp://www.CIO.com/ Matt Kapko specializes in the convergence of social media, mobility, digital marketing and technology. As a senior writer at CIO.com, Matt covers social media and enterprise collaboration. Matt is a former editor and reporter for ClickZ, RCR Wireless News, paidContent and mocoNews, iMedia Connection, Bay City News Service, the Half Moon Bay Review, and several other Web and print publications. Matt lives in a nearly century-old craftsman in Long Beach, Calif. He enjoys traveling and hitting the road with his wife, going to shows, rooting for the 49ers, gardening and reading.