Latin American ad network StartMeApp has bought RTB startup AdNubo, enabling the company to integrate desktop and mobile programmatic buying into its platform.

AdNubo was only founded this year as a trading desk startup, but the company now says it combines all the major advertising exchanges worldwide into one platform. It delivers a not unreasonable 25bn ad impressions per month in its RTB environment. Independently-owned network StartMeApp, meanwhile, says it delivers 30bn impressions in 120 countries around the world. AdNubo will continue to function as a branded part of StartMeApp.

“Programmatic RTB trading has steadily increased its share of online advertising to about 10 per cent today, providing increased efficiency for publishers and transparency for advertisers in the desktop environment,” said StartMeApp co-MD and founder Gaston Fonzo.

“The highly fragmented mobile ad marketplace is already beginning to adopt RTB at an earlier stage than online and as standardisation takes place, early adopters of best practices in programmatic RTB trading will be in the vanguard of industry change in the mobile space.”

The full announcement will be made at ad:tech New York tomorrow.