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

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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.

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  • http://mobilepricesnews.com/ 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.

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