Major League Gaming (MLG), an e-Sports organization founded in 2002, on Tuesday announced it has struck an exclusive agreement with OpenX, a supply-side platform and RTB ad exchange, to sell its display ad inventory programmatically.
MLG previously used PubMatic as its programmatic display monetization platform of choice.
Networks and exchanges will be able to purchase MLG’s inventory through an OpenX managed platform, explained a company rep, and MLG is “ramping up” private marketplaces with OpenX. MLG will still sell some display ad inventory on a direct basis and will use OpenX’s ad server for those deals.
“OpenX is the most thoughtful and collaborative partner we’ve found in the industry,” stated Don Reilley, executive president of global sales at MLG. “As we have grown our business, OpenX has provided ways for us to continually scale up and increase revenue.”
MLG claims to reach over 20 million fans across the Web, mobile, connected TVs, gaming consoles and social media channels.