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

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 […]

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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.

 


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About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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