Nexage develops private mobile ad exchange

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Mobile advertising company Nexage has developed a private mobile advertising exchange that will let publishers and app developers select which companies can access their mobile inventory, the company said on Dec. 14.

Victor Milligan, CMO of Nexage, said the company's primary motivation in launching the private exchange was demand from premium publishers.

“It's a model that premium publishers are familiar with online and they value quite a bit, and as they further ramp up their business in mobile, I think they're looking for those solutions that allow them to scale their business, take advantage of the spend that's taking place and appropriately manage their brand and price and different parts of their business the way that they want to,” Milligan said.

More than 200 publishers and developers and 125 buyers have access to the private mobile exchange, which is built on the company's real-time bidding platform Nexage Exchange.

“The publisher will select those buyers — they could be [demand side platforms], they could be other buyers that bid on the exchange — and they select them based on their knowledge of the buyer and the brand alignment that [that] buyer typically brings to them,” Milligan said.

Milligan said the publishers' and developers' ability to set price floors via the private mobile exchange is an “offensive play” that will give the two entities control over how the mobile ad business scales.

Nexage did not run a closed beta program for the private mobile exchange and is “in conversations” with publishers about using the platform, Milligan said. He also said the Nexage Exchange's bid volume has grown 71% per month since the platform launched in April.

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