Dive Brief:
- OpenX Technologies announced last week at Mobile World Congress its new private ad exchange that offers real-time bidding for native mobile ads.
- Dubbed Native O|X, the exchange will help app developers and mobile pushers buy and sell native mobile ads at scale.
- Launch partners for the exchange include IconApps, Tagged, Run, Mediasmart, and Celtra.
Dive Insight:
OpenX is one of many contenders in the race to scale both native ads and mobile ads. The fact that Native O|X is tackling native mobile ads make it a company to watch. Advertisers will certainly be interested in learning about how this private ad exchange can work for them.
