It was back in October 2011 when we talked about MoPub Marketplace which consequently helped MoPub enable tens of billions of impressions to flow from advertisers to publishers, accounting for millions of dollars in additional ad revenue for publishers.
Now they’re launching MoPub Private Marketplace for premium publishers and advertisers that have agreed to exclusive terms. You could think of the new service as similar to eBay’s “Buy it Now” product, giving advertisers the first look at a publisher’s inventory before other demand sources, including ad networks and other demand partners on the public MoPub Marketplace, in the private exchange.
For publishers, Private Marketplace offers the ability to reduce revenue fluctuations by establishing a pre-set price. Moreover, they [publishers] can also prioritize trusted content sources and work directly with advertisers without the hassle of managing a direct deal — i.e. without setting up Insertion Orders (IOs), sending bills, and dealing with data tracking discrepancies that are all part of direct ad deals.
Advertisers, on the other hand, get guaranteed access to trusted publishers, which is something that should be particularly compelling for brands and agencies with great rich media creatives.
Moreover, this sort of private exchange can also improve spend ROI by allowing both publishers and advertisers to share exclusive impression data, including demographic composition, behavioral patterns, geographic location, and in-app purchase history…