• by Tobi Elkin  @tobielkin, May 19, 2016

Global advertising exchange Rubicon Project on Thursday announced the launch of its next-generation Mobile Video Platform (MVP) and its segue from beta, to general availability globally.

MVP supports mobile video advertising formats, including user-opt-in, rewarded, native, expandable, interstitial, pre-, mid- and post-roll, outstream vertical video. Rubicon said that mobile video now comprises more than half of all video transacted within its platform.

“What MVP brings that is unlike anything else in the market today is the ability for both buyers and sellers to easily transact every form of mobile video inventory on a single platform that reaches more than 1 billion unique mobile devices globally,” John Peragine, Rubicon’s head of video, told Real-Time Daily via email.

Peragine said MPV was built with a mobile-first approach as a one-stop shop to meet the demands of both buyers and sellers.

According to Statista, mobile video ad spending in the U.S. alone will reach $6.8 billion in 2019.