In 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.