Official launch for French mobile ad optimisation network Madgic

Already delivering 500m monthly ad impressions in 200 countries.

Madgic is positioning itself as an intermediary between ad networks and publishers. It contends that there is a problem at the moment in that advertisers struggle to find targeted audience in volume, while publishers generate small revenues and often have huge unsold traffic.

It also adds that networks can be compromised by managing both supply and demand sides.

So it has developed a service that sits in the middle, connecting publishers and developers with networks in 200 countries, for which it monitors performances and automatically selects the most profitable ads.

Its tech also displays multiple ads per page, and delivers a 0.1s response time to speed up mobile services, improve user experience and reduce server costs.

Pierre Scokaert, Madgic's COO, said: "Madgic will aggregate mobile publishers and provide inventory in volume to ad networks, when and where they need it. Ad networks will be free to focus on the demand side, confident that MADGIC can deliver the required inventory. This will bring huge benefits to all: publishers, ad networks and advertisers”.