What Samsung’s AdHub Mobile Exchange Means to All of Us – Interview with Tim Cadogan, OpenX CEO
Announced at ad:tech in San Francisco this week, Samsung Electronics Co., Ltd and OpenX Technologies, Inc. announced a major new private advertising exchange specifically for global mobile inventory, including smartphones and tablets. The new exchange – the Samsung AdHub Market, Powered by OpenX – will be available to advertisers wishing to advertise on mobile-specific inventory.
After all the initial excitement of the announcement settled, Technorati had the opportunity to dig a little deeper into the initiative in an interview with Tim Cadogan, CEO of OpenX. “What’s significant about this, is it's the first time a major device manufacturer has embraced the Real-Time / Exchange space,” Tim explained. The new real-time bidding (RTB) exchange allows advertisers to purchase mobile inventory from mobile developers and Samsung within a closed marketplace environment. “It validates that real time ad trading is growing very quickly and becoming more important,” he continues.
“Second, it's the world's first truly global mobile private exchange,” Tim remarks. Global means more participation, more choice, and inherently higher quality of ads. Tim calls this a “new pool of high quality mobile inventory at scale.”
“Third,” Tim maintains, “this new partnership is indicative of the accelerating convergence of digital ad technology and mobile.” For sure. It’s part of what appears to be a natural evolutionary fit, mobile devices and the ads that make them particularly valuable to brands. We saw it with Google and Motorola, and now we’re seeing it in the form of this strategic partnership.
Along those lines, then, here’s my “fourth” to add to the conversation: It’s another platform to compete with Google AdMob and Apple iAd. That competition is good for product innovation, price, and selection alike.Continued on the next page