Dive Brief: 

• NativeX believes it has the answer to monetizing, currently the most popular smartphone apps. 
• The company says it has built the first and only mobile ad exchange built specifically for mobile games. 
• The global native ad exchange offers a valuable opportunity to target players, as well as allow game developers the opportunity to earn from in-game inventory. 

Dive Insight: 

Considering how many hours are spent by smartphone users slicing fruit, spelling words, and killing zombies, NativeX's exchange is a step forward in specifically targeting that market. On the surface, it seems like it would only appeal to certain brand advertisers, but the sheer amount of time being spent inside these game apps could appeal to a broader scope if handled correctly.