Mobile ad exchange MoPub is alpha-testing a unified auction, advanced bidding solution to replace app ad waterfalls. On Tuesday, the Twitter-owned mobile ad exchange started testing an advanced bidding solution to replace the app ads waterfall with a unified auction. The new mobile advertising platform will be called Mobipocket and it will allow advertisers to bid on ads in the same way they do for web ads. 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.
Mobile ad exchange MoPub is alpha-testing a unified auction, advanced bidding solution to replace app ad waterfalls. The new mobile advertising platform will be called Mobipocket and it will allow advertisers to bid on ads in the same way they do for web ads. 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.