Mobile ad network MoPub has launched MoPub Private Marketplace, a premium real-time bidding exchange designed to reduce revenue fluctuations for publishers and increase ROI for advertisers.
The Private Marketplace is a real-time bidding auction with a limited set of advertisers and publishers that have agreed to exclusive terms. Similar to eBay’s ‘Buy it Now’ product, advertisers are given the first look at a publisher’s inventory before other demand sources, including ad networks and demand side platforms (DSPs) on MoPub Marketplace, in the private exchange. Publishers are also able to prioritize trusted content sources, and work directly with advertisers or DSPs without the hassle of managing a direct deal.
MoPub says the private exchange also improves ROI, by allowing publishers and advertisers to share exclusive impression data, including demographic composition, behavioural patterns, geographic location, and in-app purchase history. The data can also be supplemented with additional publisher-provided fields that fit the advertiser’s desired audience. 
The direct relationship between supply and demand also enables stronger partnerships directly between premium content publishers and advertiser without the same deal development commitmentMoPub says it is especially good for publishers that want to work with specific advertisers or brands without setting up insertion orders, sending bills, and dealing with data tracking discrepancies that are all part of direct ad deals.
