Nokia has launched its own ad exchange, in partnership with app monetisation company inneractive. 

Announced at the Microsoft Build developer conference, the cunningly-named Nokia Ad Exchange (NAX) is intended to support app discovery and monetisation. Its available in 200 countries and works across all platforms, and gives developers access to more than 120 ad networks and agencies.

“With the launch of NAX, Nokia will enable developers to simply and effectively monetise their apps, as part of our continued focus on supporting the developers ROI to build successful businesses” said Nokia VP & head of global developer relations Richard Kerris. “We developed this platform with inneractive to put control into the hands of all developers, so that they can realise the best monetisation solution for their apps.”

NAX uses inneractive’s Hybrid Mediation technology, which gives developers the ability to leverage automatic optimisation and manual control of networks, including real-time bidding. Mediation also includes a Campaign Uploader feature which lets developers take ad revenue generated on one platform and re-invest it in app promotion on other platforms.