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BrightRoll Exchange Launches RTB For Mobile Video

BrightRoll on Friday announced that its BrightRoll Exchange now offers real-time bidding for mobile video, which the company claims is a first for the industry.

Previously, buyers had to place fixed bids for mobile video, and could not make decisions in real-time. The new feature allows buyers to bid on both browser-based and in-app mobile video, as well as standard online video inventory.

BrightRoll also said it expects that more than half of all video ads will be on mobile content before the end of the year.  

The BrightRoll Exchange serves 4 billion ads per month to thousands of Web sites. 

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