MoPub Marketplace ‘like a Wall Street trading floor for mobile advertising’

by Antonio Wells Oct 27, 2011 4:36 PM – Leave your thoughts

Ex-AbMob and Google employees looked at the holes in the, infancy staged, mobile advertising vertical and started another start-up called MoPub; a one-stop shop ad server designed to help mobile app publishers manage and monetize their ad inventory on iOS and Android devices. Backed by the same folks who backed AdMob and Facebook, Accel Partners, the new ad network aims to differentiate by offering a more efficient market, greater ad revenues for application publishers, and happier end users with MoPub Marketplace. Marketplace is the first self-service, real-time bidding platform for mobile advertising, aimed at giving publishers access to new sources of revenue through a competitive auction, while enabling them to retain complete control and transparency.

The dilemma developers face today is a lack of total control on what ads display in their apps.

“Until today, publishers have had to operate their mobile ads through a black box: blindly trusting ad networks, without knowing which ads are effective and with no control over the type of ads consumers receive. This matters considerably to the top tier publishers we are working with who are concerned with brand protection as well as ad performance,” said Jim Payne, CEO and co-founder of MoPub.

MoPub aspires to solve these challenges in the industry:

Transparency: Ad performance statistics down to a specific ad creative
Ease of use: A single, lightweight SDK with self-service sign up
Control: The ability for publishers to preemptively block ads from a particular advertiser or brand, such as an ad by a competitor, and also block specific ads