Mobclix brings real-time bidding to mobile ad inventory

Mobile advertising exchange Mobclix introduced a supply-side platform enabling real-time bidding (RTB) on mobile ad inventory, promising advertisers and agencies improved targeting and increased performance. According to Mobclix, the RTB platform integrates the supply-side and the demand-side serving systems--the sell-side determines if a buyer wants to display a particular ad and how much they will pay for it, with auctions and delivery processed almost instantaneously. Mobclix contends that when ad impressions are bid on individually, buyers are far more likely to access the audiences they want to reach--the firm adds buyers can achieve eCPM lifts of 40 percent to 85 percent compared to non-bidded inventory.

The RTB platform spans the iOS, Android and Windows Phone 7 operating systems--mobile ad network partners include Jumptap and InMobi, with online demand platforms spanning [x+1], Admeld, RadiumOne and LucidMedia. Mobclix expects inventory purchased via the RTB platform to represent as much as 15 percent of total ad buys in 2011--the company adds its existing ad network partners can continue to leverage standard audience targeting tools as well.

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