Mocean Mobile has launched its Mobile Exchange, a mobile ad marketplace for all of its customers.

The launch of the Exchange brings RTB (Real Time Bidding) to Moceans offering, something it promised was on its way following the launch of its Mocean for Advertisers platform last month.

Mocean believes this will help increase fill rates and revenues, as well as standardising the way that mobile publishers, networks, ad agencies and their trading desks access inventory.

“Our goal for the Mocean Mobile Exchange is simple: to leverage all of the demand-side sources already integrated within the platform in a parallel bid environment to create liquidity in the mobile ad marketplace,” said Dave Gwozdz, CEO of Moceans parent company Mojiva. “Dozens of ad networks and the most prominent sellers of mobile advertising currently generate hundreds of millions of dollars of mobile display sales on Mocean Mobile’s ad-core platform, yet independently the result is less than efficient. Allowing these same apps, publishers and ad networks to access each other in real time – on the same dashboard via RTB – is a much more efficient model moving forward.”