Mobile ad platform Nexage is partying hard this week, with the launch of its RTB Exchange. It’s a real-time bidding platform that extends mobile web and application inventory available, marking a new era in ad slot purchasing and exchange. One of the first in the industry to make mobile and app ads available through a real-time bidding platform, Nexage is treading new territory, with big goals for expansion.
With Nexage’s auction-style bidding platform, publisher and developer revenue is optimized by exposing individual impressions to multiple ad sources at once. What this does is offer a rather competitive environment for each impression, which helps to drive up the value as well. What’s unique about Nexage’s new feature is the combined availability of mobile app ad slots in a real-time bidding platform, which really expands on an emerging advertising opportunity in both mobile and real-time arenas.
“You have this whole new set of buyers–real-time enabled a new kind of exchange. There’s a new kind of buying going on,” Jessica Angell, Director of Marketing at Nexage explains. “[The industry] is expected to reach $850 million for real-time bidding, so we’re seeing a ton of money moving into this space. One of the challenges we seized was to enable that money to come into mobile, and you need a platform like RTB Exchange for this. There had to be a platform that could receive money in a way buyers wanted to send it.”
Addressing client demand as well as consumer demand is a tricky balance n the mobile ad space, but it’s one Nexage has been striving towards for some time. Late last year we saw another big release from Nexage, with the launch of Nexage Rich Media Connect (RMC). It streamlines and manages the processes of sourcing ad inventory, laying the foundation for Nexage’s current and ongoing efforts to improve the way ads are handled.
But from a big data perspective, Nexage has also spent the past year or so ensuring that its platform would be prepared for the onslaught of real-time bidding, and ad management its clients would require. “Our engineers have built a great product,” Angell boasts of her company, even noting the early celebratory balloons that had taken over the office last week. “Real-time bidding is a new market and the Exchange was built to support that. We anticipate this is going to be a huge thing, and we’ve built to support thousands of bidders and tens of billions of mobile web and application impressions.”
To that end, Nexage has earned its boasting rights, touting a 100% platform uptime milestone that extended for over a year. Supporting its Nexage Mediation, Campaign and RMC, Nexage’s platform is steadily growing its product line-up, spanning all the major mobile devices and platforms. Scalability is important for any company in this space, and will only increase in importance as Nexage expands its real-time offerings.