DataXu releases auction platform for mobile ads

DataXu is launching a new real-time bidding system for mobile ad inventory. DX Mobile, a demand-side platform for bidding on mobile ad exchanges, follows a similar trend in the online space.
Similar to an advertising investment management tool used for search engine marketing campaigns, DX Mobile procures ad inventory through competitive bidding.
Indeed, DataXu CEO Mike Baker thinks mobile ad networks are likely to pivot their business models toward ad exchanges or bidding platforms sooner than later.
“It’s a real-time auction that happens on an impression by impression basis,” he said. “This real-time bidding system” enables companies to target specific consumers and even deliver their ad when those consumers visit certain pages on a site, for example.
DX Mobile gets inventory from multiple exchanges to ensure that it get the best inventory possible, Baker said.
“There’s hundreds of millions of impressions available per month … and that will be going to the billions in the next quarter,” he concluded.