• by Ben Frederick  @mp_benfred, December 21, 2015

New York-based mobile ad platform StartApp recently announced a partnership with Inneractive, an Israel-based mobile ad exchange, to provide a programmatic video exchange to its clients.

The exchange was soft launched in October, but now has inventory available in over 150 countries, with 25 mobile video bidders.

The partnership will leverage Inneractive’s tech to offer StartApp’s inventory to Inneractive’s DSP partners. Inneractive can perform low-latency real time auctions, video transcoding and granular reporting.

Over 2,000 apps have been monetized using the exchange, and 600 advertisers are participating. More than 85% of these are household brands and 15% are direct response. Several private marketplace exchanges have taken place on the new exchange, as well.

Both companies have seen a great deal of success in the past few years. StartApp has been named No. 1 on both Crain’s Fast 50, which tracks companies in New York, and on Deloitte’s Technology Fast 500, which tracks companies all over North America.

According to some sources, Inneractive is on the way to closing a $15 million to $20 million round of funding, which it will reportedly use to expand its staff and gain a foothold in Asia.

Mobile and programmatic have become almost synonymous in the last year, especially as some predict that display advertising on mobile phones will stagnate with the rise of ad blockers. Mobile video is the place to look for growth in programmatic in 2016, and this partnership reflects the demands of the market.