Mobile ad platform Opera Mediaworks on Monday announced the launch of the Opera Mediaworks Ad Exchange (OMAX) for the automated buying and selling of mobile ads.
Current Opera publishing partners can place their inventory on the new exchange to make it available for real-time bidding (RTB). Publishers will also have the ability to set up private marketplaces via Opera, meaning they can control which advertisers compete in the auctions and view creative before it goes live on their site.
Named launch partners include Turn, Airpush, Amazon and Drawbridge. The company says there are over 20 launch partners total.