Mobile ad exchange MoPub is alpha - testing a unified auction , advanced bidding solution to replace app ad waterfalls . The Twitter - owned firm said around 12 companies are testing the app , which operates in real - time and sees users run a unified auction across network bidders and demand - response platforms , following a user 's ad request . The highest bidder wins , after which the ad creative is sent to the user , while the ad network and software development team processes the ad creative .
Mobile ad exchange MoPub is alpha-testing a unified auction, advanced bidding solution to replace app ad waterfalls. The Twitter-owned firm said around 12 companies are testing the app, which operates in real-time and sees MoPub run a unified auction across network bidders and demand-side platforms, following a publisher's ad request. The highest bidder wins, after which the ad creative is sent to the publisher, while the ad network bidding software development kit renders the ad creative.