StrikeAd, the dedicated mobile Demand Side Platform (DSP), has teamed up with Admeld, which helps online publishers sell ad inventory, to bring Real Time Bidding (RTB) to the UK’s mobile advertising market.

The companies say their agreement enables advertisers to target mobile consumers in the UK with the same efficiency and precision as they can in the online display environment. They add that the main advantage of RTB for buyers is the ability to view all the impressions in an exchange, and only execute campaigns against the right target audience. This compares with the traditional ad network ecosystem, where networks are assigned a pre-determined set of impressions, in which they hope to find the audiences they are looking for. The companies say that Admeld’s RTB platform provides more control, increased fill rate, and higher prices for publishers’ inventory.

Admeld launched RTB in the UK in December 2009. The company says it is working with key UK media owners with strong mobile platforms to ensure a strong supply of inventory for mobile RTB, and to expand its mobile presence in Europe rapidly. 

“Mobile plays an increasingly important role in consumers’ lives, and brands need to utilise the mobile web to reach them,” says StrikeAd CEO, Alex Rahaman. “StrikeAd’s partnership with Admeld lets advertisers identify the consumers they want to reach and deliver highly targeted advertising to them in real time. RTB is growing rapidly in the online space and mobile will follow the same path. This is the first step on that journey.”