• by Philip Rosenstein , March 15, 2017

Inneractive’s programmatic digital mobile ad exchange, INNEX, has been chosen by Axel Springer's mobile news service app, Upday, to monetize its content.

INNEX will enable Upday to sell ad space on both private marketplaces and open exchanges. The ad formats are focused around in-app video, native mobile ads, and mobile display.

“Considering the serious demand for programmatic buying from brands and agencies across Europe, and a switch from direct to programmatic buying in such countries as  the U.K., we have decided to invest significant efforts into selling our inventory programmatically, both directly to buyers and via the open exchange,” stated Aneta Nowobilska, director of advertising at Upday.

“Providing a highly personalized, relevant and timely user experience is becoming a competitive differentiator for publishers,” stated Welby Chen, chief business officer at Inneractive.