Nexage lands trophy customer with Reuters

Rating: Perhaps Reuters can now afford more journalists

Well, Nexage seems to have achieved a major trophy win by acquiring Reuters as a client for its AdMax solution. The company claims that AdMax is an advanced ad-optimisation hosted service that enables premium news publishers to generate maximum revenue from their mobile sites and applications. Reuters seem happy enough.

Apparently, Reuters.com now manages its global mobile advertising strategy using AdMax. The product claims to,  “Maximise mobile ad revenue by increasing ad-fill rates,  increasing effective CPM (cost per mille [thousand] -  and giving publishers direct control over how ads are served on their mobile sites.”

The results of this co-operation can be found by going to m.reuters.com using a standard mobile phone’s browser. AdMax enables Reuters to attack disparate markets including the UK, USA, Brazil, India and others.

“Given the scale and scope of our mobile business, we required a powerful tool to maximise revenue from our mobile assets globally while managing the complex set of technical and business requirements,” Alisa Bowen, head of consumer publishing at Thomson Reuters, revealed.

Obviously Nexage’s Admax product hit the sweet spot. Nexage’s CEO, Dev Gandhi, argued that, “Nexage’s innovative platform gives leading publishers (like Reuters)  the capability to maximise ad-fill rates, [thereby] providing a key revenue source for funding their expansion in the mobile marketplace.”

Plus the product  gives publishers direct control over how ads are served on their mobile sites. All as part of the standard package.

The company say that the deployment with Reuters.com means it joins more than 500 publisher customers. Nexage aims to scale its mobile advertising platform to meet the needs of its growing global customer base.

Co-incidentally, Nexage recently secured $4 million of funding from the BlackBerry Partners Fund despite the serious economic downturn.

Let’s hope that employers like Reuters cause the extra money from the mobile sector to fund more independent journalists.