German publishing company Axel Springer’s mobile news app for Samsung devices Upday has adopted Innex, Inneractive’s mobile ad exchange, to begin monetising its traffic.

Upday, which is pre-installed on Samsung S7, S7 Edge, A5 and A3 across the UK, Germany, France and Poland, will now sell its mobile inventory programmatically, via private marketplaces and the open exchange.

“Considering the serious demand for programmatic buying from brands and agencies across Europe, and a switch from direct to programmatic buying in such countries as UK, we have decided to invest significant efforts into selling our inventory programmatically, both directly to buyers and via the open exchange,” said Aneta Nowobilska, director of advertising at Upday.

Inneractive says that through its ‘support for in-app video, native mobiles ads, and mobile display’, it will enable Upday to monetise its inventory across Europe.

Welby Chen, CBO at Inneractive, said: “Providing a highly-personalised, relevant and timely user experience is becoming a competitive differentiator for publishers.

“We are proud to partner with upday to ensure the most relevant experience to their users and to enable upday’s advertisers to reach their target audiences.”