• by Tyler Loechner  @mp_tyler, December 10, 2013

Mobile marketing platform TapSense today announced the launch of its private real-time bidding (RTB) marketplace technology. Publishers use TapSense's technology to create their own private marketplaces.

The platform has been in beta for six months, and TapSense claims its publishing partners saw CPMs rise over 200% in that span.

RTB currently accounts for half of the transactions that occur through TapSense, but the company expects that number to rise by a substantial amount -- up to 80% -- in the first quarter of 2014.

In fact, Ash Kumar, the company's CEO and co-founder, told RTM Daily he expects RTB will "easily" account for 80% of the demand flowing through their platform because of how quickly RTB scaled during the beta. At the start of 2013, RTB accounted for less than 10% of the demand on the platform.

"Premium publishers have been reluctant to put inventory on [open] exchanges, since they can't control who is buying," Kumar said. "We're now seeing a lot of traction with our private RTB marketplace technology because it provides large publishers control."