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Velti Launches Global Mobile Media Exchange Designed to Transform Ad Buying

Velti, a leading global provider of mobile marketing and advertising technology, today announced the launch of the Velti mGage™ Marketplace, the world’s first global mobile media exchange. Designed to provide advertising agencies, ad networks and brands with greater flexibility, transparency and optimization of mobile ad campaigns, the mGage Marketplace equally enables publishers to maximize revenue.Addressing the mobile buying and selling needs of agencies, ad networks, demand side platforms and publishers, the mGage Marketplace consists of a number of exchanges, all leveraging the Velti mGage mobile marketing platform. Agencies can research, plan, execute, track and optimize mobile marketing campaigns from a central location based on the advanced analytic and reporting functionality. Brands are able to track buys from the first impression through post-click and compare how campaigns are performing across all media inventories. The mGage Marketplace includes:

  • Public Exchanges: These include the global ad exchange for mobile applications provided by Mobclix, which Velti acquired in 2010, and China’s largest mobile advertising exchange, operated by CASEE, in which Velti is a strategic investor. The public exchanges match ad networks and agencies with more than 15,000 application and mobile web publishers in a real-time bidding environment. The combined monthly impressions total more than 11 billion. 

  • Private Exchanges: White label exchanges create a private marketplace where agencies can work directly with tier one publishers and ad networks discreetly. Publishers, such as media companies and mobile carriers, may also create white label exchanges to privately sell inventory to a select list of agencies, ad networks and brands. More than 100 premium publishers have already integrated into mGage Marketplace private exchanges in order to transact with agency customers; Velti estimates more than 200 will be integrated before the end of 2011. 

The mGage Marketplace offers targeted ad delivery based on relevancy, combined with streamlined campaign planning that enables media buyers to organize ad buys based on price, specific targets and level of transparency. This advanced planning is then supported with powerful analytics to allow for cross-platform, cross-inventory and end-to-end data, which allows targeted media to optimize post-click performance.

“We’re very excited about the mGage Marketplace and the potential benefits for brands, ad networks and publishers around the world,” said Krishna Subramanian, Mobclix co-founder. “Mobclix’s mission has always been to help identify monetization channels within mobile advertising and we believe the mGage Marketplace is a unique and compelling offering for all audiences looking to develop, execute and monetize mobile ad campaigns.”

Among the first agencies to establish a white label exchange within the Velti mGage Marketplace is Draftfcb, one of the world’s largest integrated communications agencies with a network that spans 94 countries and employs more than 9,200 people. Draftfcb is leveraging the platform to plan, run and optimize campaigns in the US and China on behalf of leading global clients.

Patrick Moorhead, SVP, Group Managing Director – Mobile at Draftfcb Chicago, explains why the company has chosen Velti’s mGage Marketplace, “We conducted an exhaustive evaluation of more than 20 leading mobile platform providers via a cross-functional committee representing account services, planning, UX, creative technology and executive leadership over a period of about three months. In our final evaluation, Velti was the clear choice for several reasons, but mostly because of the global footprint and intuitive and world-class tool set.”

eMarketer recently issued a study that showed mobile ad spending would reach $1.1 billion in 2011. As this volume grows, companies will require scalable platforms where they can transact with far less complexity than currently exists in the mobile ecosystem.

Alex Moukas, CEO of Velti, said, “Based on our work with brands, agencies, media owners and operators across the globe, we realized there was a need for a marketplace where each component fundamental to the successful roll-out of a mobile marketing strategy could be bought, sold and managed. Whether it is a publisher looking to monetize its inventory without risking channel conflict, an agency looking to plan premium mobile buys with tier one properties, or a technology business looking to execute mobile programs and prospect for agency and brand customers, the Velti mGage Marketplace is the universal platform the industry has needed to realize the potential of this highly valuable channel.”

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