US real-time bidding pioneer doing 12bn a month.
Nexage's big differentiator is its Nexage Revenue Platform, which it describes as an 'integrated real-time bidding and mediation platform'.
It currently connects more than 200 publishers and 125 demand sources together, and supports web and apps on BlackBerry, Android, iPhone, iPad and more.
The firm says it's the old firm in the world to offer RTB, but we reported the UK's StrikeAd and Admeld as offering something similar last year.
In a traditional mobile ad network, advertisers are assigned a pre-determined set of impressions, and have to hope the best leads are among them.
With RTB they can monitor traffic across multiple networks, identify the consumers they want to reach and deliver targeted advertising to them in real time.
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Real time bidding is well-established in the fixed web, but less so in mobile because of issues around cookies and user identification.
Ernie Cormier, Nexage’s CEO, told GigaOM: “We believe the future of exchanges is bigger in mobile than online because it’s not a place where impressions go to die.
“We believe RTB is critical to the growth of mobile and enables lot of things in mobile that couldn’t be possible otherwise.”
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