Velti has launched mGage Exchange a new boutique or cherry picking style mobile advertising exchange.
Velti has created a middle man with the mGage exchange. Instead of having publishers sell and brands buy – with the exchange publishers can pick their suppliers. This is a win-win as in many exchanges ad-fill techniques are used that sometimes don’t benefit the publishers. With the exchange the inventory and those supplying the ads can be vetted or accepted via the exchange.
Why is this important?
Inventory. Inventory is a problem for all high end publishers.
According to Velti media companies and carriers can privately sell inventory – directly or indirectly. The exchange gives them more control to sell to specific sources which will intern increase the price of the inventory and stop prices dropping to serve ad-fill rates.
What we think?
At the start of mobile advertising – getting as many publishers on board was essential. But now as the market develops the onus changes from quantity to quality. This is the reason for the new mGage Exchange to increase profits for publishers and quality click through for brands.