Samsung, OpenX partner for private mobile ad exchange

Samsung Electronics is teaming with digital advertising firm OpenX to roll out a private ad exchange optimized for marketers targeting mobile consumers.

The Samsung AdHub Market, slated to launch in the second half of 2012, enables advertisers to purchase inventory directly from mobile developers as well as Samsung itself. The exchange will support real-time bidding capabilities for all impressions, giving developers the flexibility to set minimum-floor pricing. Developers also can approve all potential bidders and brands featured within their apps.

The device-agnostic OpenX platform currently handles more than 200 billion ad transactions per month. The company's mobile ad SDK supports the MRAID rich media standard.

As of February 2012, Samsung devices make up 25.6 percent of the U.S. smartphone market, ahead of all rival manufacturers, according to research firm comScore. Samsung AdHub Market follows the recent introduction of the company's AdHub for SmartTV effort, which enables advertisers to deliver interactive promotions to Samsung-produced televisions.

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