One platform to reduce fragmentation costs and make money from ads.
Marmalade is the new name of Airplay, the platform that lets developers 'develop once, run anywhere' in a fragmented smartphone market.
Clearly, the platform helps developers reduce costs, but now by integrating with inneractive, it's adding a revenue generation element too.
inneractive is an ad mediation service that links into over 90 ad networks to ensure a claimed global fill rate of over 90 per cent. It's live with developers in more than 200 countries.
"We are delighted that using the Marmalade extension inneractive have been able to make their powerful monetisation service available in a cross-platform manner to all apps developers," said Tim Closs, Marmalade's CTO.
"We're always looking to develop more tools to help publishers monetise their apps and Marmalade is a great example." added Offer Yehudai, CMO of inneractive.
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It's a nice window of opportunity for inneractive, which has also just announced a move into the US with a Palo Alto office. And it has plans to open another base in the adland of New York.
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