Samsung Ties Up With OpenX Technologies: Will Launch An Ad Exchange Hub For Mobile

Samsung is taking the next step towards monetizing its global position as a leader in the Smartphone business by setting up a mobile ad exchange hub. They have specifically partnered with OpenX Technologies, a leading provider of digital advertising technology. This new platform will be called Samsung AdHub Market. It is expected to launch in the second of this year. This product was announced at the Ad:tech conference in San Francisco.

This new exchange allows interested advertisers to acquire mobile inventory from mobile developers and Samsung Electronics in order to increase the reach of their products through smartphones and mobile Internet enabled devices. This hub will have a closed marketplace environment and enable a focused and optimised audience targeting. The service will offer real-time bidding capabilities which will make sure that advertisers get the most value for the money they spend on the service.

Daniel Park, Vice President of Samsung’s Media Solution Center spoke about the service saying, “Samsung is empowering both the developer and the advertiser, by creating a win-win solution, in which the app developer is able to achieve higher revenues and advertisers are able to reach their marketing goals.”

Tim Cadogan, chief executive officer, OpenX said, “We are excited to partner with Samsung to launch a powerful monetization solution for mobile developers worldwide. Equally important, the partnership will provide advertisers with access to a new pool of high quality mobile inventory at scale.”

It is very interesting to note that Samsung Electronics is getting in to ad platforms and ad inventory. We have written about how Samsung also forayed in E-commerce in the country.This is an attempt by the company to diversify and bet on business opportunities in the world of mobile advertising.

Google is a big hurdle and there are plenty other established acts. How will Samsung make a difference? This is where OpenX comes into the picture as it is already an established entity in the digital ad world. What are your thoughts on this tie-up between Samsung and OpenX?

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