Mobile ad startup MoPub Thursday announced the launch of a real-time bidding platform for mobile advertising. The MoPub Marketplace aims to provide publishers and independent app developers a new outlet for selling inventory through a competitive auction process. The addition of RTB builds on MoPub’s ad-serving technology allowing publishers to monetize mobile media through directly sold ads, ad networks and cross-promotional campaigns. The company serves ads across Android and iOS devices and the mobile Web.
Other firms that have rolled out RTB exchanges for mobile advertising this year include DataXu as well as Turn and TubeMogul, each in partnership with mobile ad exchange Nexage. Founded by former AdMob and Google employees, MoPub in July closing 6.5 million in first-round funding led by Accel Partners with participation from Harrison Metal Capital.