Yahoo Strikes Deal With Mocean Mobile To Form New Premium Mobile Marketplace

yahoo-y-logo-2013In an ad coup for Yahoo, its new Ad Exchange, launched at CES, will now power the new Mocean Mobile Marketplace. The nearly 5-year-old mobile ad serving platform, Mocean Mobile, will gain RTB capabilities and Yahoo gets access to Mocean’s deep mobile ad inventory.

Yahoo announced the deal, saying, “We are combining Mocean Mobile’s premium mobile inventory with our real-time programmatic buying and precise targeting capabilities. Mocean Mobile brings top-tier publishers to the Yahoo Ad Exchange — from Nokia to Univision — reaching more than one billion mobile devices.”

Brian Silver, Vice President, Ad Platforms for the Americas, Yahoo, said in a statement, “Following our launch of the Yahoo Ad Exchange at CES, we have moved quickly to integrate with premium partners and make it easy to create mobile campaigns with the precise targeting of real-time programmatic buying, all in a single platform.”

“We’ve invested over five years in building the world’s most comprehensive mobile ad serving and monetization software. Mocean Mobile now handles every facet of mobile ad serving and demand needs, and today’s announcement with Yahoo is a key part of our single-stack solution, best-in-class ad server approach,” said Graham Mosley, Senior Vice President, Business Development, Mocean Mobile.

The goal is to increase fill rates and revenues, standardizing the way its publishers, networks, ad agencies and their trading desks access inventory within marketplaces.  Yahoo says it has future plans for creating a “unified approach” to mobile advertising to be announced in the coming months.


Related Topics: Channel: Mobile Marketing | Mobile Marketing | Yahoo | Yahoo: Advertising | Yahoo: Business Issues


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Mobile

    i find it form “Kingged” i think This is the better deal for Yahoo due to all about good influence with respect to technology, marketing etc.

  • Logan

    Yahoo is going to need a lot more help than what Mocean can offer. Until Yahoo figures out how to innovate again, they should just do a better job of copying what other, more successful companies tackling native mobile ads are doing. Look at Airpush, Millennial Media, etc. There are plenty of people getting it right.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!