OpenX Launches Bidder Solution for In-App Inventory

Programmatic marketplace provider OpenX has launched Bidder for Apps, an extension of companys bidder solution for desktop and mobile web.

Bidder for Apps is built on the same technology as OpenXs Bidder product, and is designed to natively insert the OpenX Ad Exchange in the ad selection logic of publishers primary ad server.

The company says the technology helps maximise demand and increase competition for mobile app inventory, driving higher yield for app publishers.

The OpenX app solution includes a new feature that allows multiple ad networks to compete simultaneously with real-time buyers in OpenX Ad Exchange. This reduces latency and potential opportunity costs that arise with traditional, waterfall network mediation, says OpenX. 

“Extending our market-leading Bidder solution to the app environment is a natural next step as mobile rapidly becomes a larger part of the pie for publishers and OpenX alike,” says Justin Re, director of product management at OpenX.

“Bidder for Apps leverages our unique depth of knowledge on the mechanics of header bidding technology, which produces sustained revenue lifts from 20 to 50 per cent for our desktop and mobile web publishers. We’re excited to now offer a product that will deliver equally exceptional results for our mobile app publishers.”