PubMatic and xAd Launch Global Location-Verified Mobile Marketplace
Published on: 18th May 2014
Note -- this news article is more than a year old.
PubMatic, the programmatic advertising platform company for publishers, and another advertising agency, xAd have announced the launch of what may be the largest global location enabled mobile marketplace available.
As part of this relationship, xAd will be leveraging PubMatic's Private Marketplace (PMP) capabilities, which incorporates the ability to target mobile-specific parameters, adding to xAd's location capabilities as well as other mobile- and application-specific functions like IDFA, MRAID, and lat/long.
"Gaining access to PubMatic's leading mobile ecosystem is critical to our promise of serving a global market for location aware mobile inventory," said Dipanshu "D" Sharma (pictured), CEO at xAd. "This partnership is exciting because it creates a global location-verified marketplace that will allow us to tap into PubMatic's industry-leading solutions. This way we can provide the type of precise, location-based mobile advertising and accurate measurement needed to make cross-platform advertising campaigns effective."
The new mobile marketplace launches with approximately 20 billion location-verified monthly impressions, with the potential to reach 40 billion impressions per month.
Inventory provided by xAd is primarily mobile application based, but also includes mobile web impressions. xAd's inventory is not only location-verified, but is transparent, location-aware, rich media enabled, and will pass IDs whenever possible.