“We want to run a fair and transparent auction,” said Logvinskiy, noting that MoPub’s road map includes a plan to build tools on top of the advanced bidding solution that prove its good intentions. 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 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 .