Home Mobile Yahoo Makes Waves With Mocean, Teams Up To Build Mobile Marketplace

Yahoo Makes Waves With Mocean, Teams Up To Build Mobile Marketplace

SHARE:

Yahoo-and-MoceanYahoo and mobile ad-serving platform Mocean Mobile jointly announced Tuesday the launch of the Mocean Mobile Marketplace.

Mocean Mobile brings mobile inventory from publishers such as Nokia and Univision to Yahoo’s Ad Exchange. Publishers in return can access Yahoo’s ad-targeting capabilities and other services.

The Mocean-Yahoo partnership comes one week after Yahoo CEO Marissa Mayer promised to ramp up the company’s mobile ad operations as it tries to increase its ad revenue.

For Mocean, the partnership bolsters its data-driven services, said the company’s SVP of business development, Graham Mosley. “Yahoo is very interested in overlaying audience buying across all of their ad exchange, including mobile, which would include our inventory,” he said. He added that Mocean’s publisher partners include a mostly even mix of app and mobile Web-based ad units.

In a statement, Yahoo’s VP of ad platforms for the Americas, Brian Silver, said: “We want to help publishers maximize revenue and advertisers target mobile campaigns based on our audience insights – and our work with Mocean Mobile combines Yahoo’s scale, efficiency, publisher controls and data with their high-quality mobile inventory to do just that.”

Mocean Mobile originated in 2009 when mobile ad network Mojiva spun it off as a separate company offering programmatic services, such as a mobile real-time bidding (RTB) exchange.

As programmatic advertising gained traction, Mojiva rolled its ad network business into Mocean Mobile, a move reflecting the company’s increased focus on programmatic buying and selling, said Mosley.

“We’ve made a big transition and moved forward on our tech platform and the other side of how we’re handling media and revenue,” Mosley said. “We’re now less about ad sales and feet on the street and more about moving into programmatic full speed.”

Yahoo’s resources and its increased focus on mobile and programmatic advertising makes the Sunnyvale, Calif., company an ideal partner, according to Mosley.

“Programmatic and mobile [advertising] are at a turning point and Yahoo has made a commitment to get [those areas] right,” Mosley said. “And so we’re really excited to work with them.”

Must Read

Google in the antitrust crosshairs (Law concept. Single line draw design. Full length animation illustration. High quality 4k footage)

Google And The DOJ Recap Their Cases In The Countdown To Closing Arguments

If you’re trying to read more than 1,000 pages of legal documents about the US v. Google ad tech antitrust case on Election Day, you’ve come to the right place.

NYT’s Ad And Subscription Revenue Surge As WaPo Flails

While WaPo recently lost 250,000 subscribers due to concerns over its journalistic independence, NYT added 260,000 subscriptions in Q3 thanks largely to the popularity of its non-news offerings.

Mark Proulx, global director of media quality & responsibility, Kenvue

How Kenvue Avoided $3 Million In Wasted Media Spend

Stop thinking about brand safety verification as “insurance” – a way to avoid undesirable content – and start thinking about it as an opportunity to build positive brand associations, says Kenvue’s Mark Proulx.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Lunch Is Searched

Based On Its Q3 Earnings, Maybe AIphabet Should Just Change Its Name To AI-phabet

Google hit some impressive revenue benchmarks in Q3. But investors seemed to only have eyes for AI.

Reddit’s Ads Biz Exploded In Q3, Albeit From A Small Base

Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.

Freestar Is Taking The ‘Baby Carrot’ Approach To Curation

Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.