It's a 'single dashboard' for campaign building across mobile sites and apps.
Velti says the new mGage Marketplace will streamline the process of buying and selling mobile ads by putting all the tools in one handy CMS (content management system).
Agencies can research, plan, execute, track and optimise mobile marketing campaigns from a central location based on analytic reporting tools.
They can also track buys from the first impression through post-click and compare how campaigns are performing across all media inventories.
The launch has been enabled by Velti's acquisition of in-app mobile ad exchange Mobclix last year and its investment in China-based mobile ad exchange Casee.
Mobclix powers the open exchanges within the Marketplace (placing rich media ads in iPhone, Android and other apps) while Casee matches ad networks and agencies with more than 15,000 app and mobile web publishers in an auction process featuring real-time bidding.
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The mGage Marketplace also has a white-label function to let media companies create their own exchanges, and then privately sell inventory to agencies, ad networks and demand-side platforms and brands.
Velti says it is already working with more than 100 publishers in developing these private exchanges.
The Greek company is now based in the UK and listed on the Nasdaq. It has presence in over 30 countries and can reach more than 2.5 billion consumers.
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