A major new private advertising exchange specifically for Japanese mobile inventory, including smartphones and tablets, is announced today between CyberWing Corporation, a media representative for Japan’s leading internet service providers and a subsidiary of NEC BIGLOBE, Ltd., and OpenX Technologies, Inc., one of the world’s leading providers of digital and mobile advertising technology. This multi-year partnership is expected to launch in the second half of 2012.
The new exchange will enable approved advertisers worldwide to purchase mobile inventory from mobile developers within a closed marketplace environment. The exchange’s premium inventory will include owned and operated in-application inventory supplied by two of Japan’s leading internet service providers, BIGLOBE and Nifty Corporation, a subsidiary of Fujitsu Limited. The inventory will also include supply from Twipple, the leading Twitter mobile client in Japan, and the ten leading Japanese ad networks with which CyberWing has agreements. The companies expect that hundreds of millions of impressions will be in the exchange at launch.
The new CyberWing private exchange will offer RTB capabilities and developers will have a high level of control, including the ability to approve all demand sources, in order to maintain high ad quality. CyberWing has the option to bring demand into the exchange, or to open up the marketplace to demand from OpenX Market Japan, or other sources. OpenX will power the new exchange with its marketplace technology platform, which handles more than one million bids per second at peak.
Nobuyoshi Nada, General Manager, CyberWing, comments: “CyberWing is growing rapidly and the new exchange will allow us to grow even more quickly. We’re excited to partner with OpenX, leveraging its excellent technology and their team’s RTB expertise with the potential to take advantage of its built-in demand sources. CyberWing is looking forward to operating an open and liquid exchange, while having the quality controls and creative check tools that our publishers require.”
The partnership represents a further expansion by OpenX into the Japanese market, as well as its rapid move into the mobile space. OpenX offers a breakthrough mobile ad serving platform, including an SDK that supports the latest MRAID rich media standard. With its open API structure, OpenX provides a flexible mobile ad platform designed to meet the digital advertising needs of companies, such as CyberWing, which need to operate at massive scale. During the last quarter, OpenX has experienced growing demand for mobile inventory from both existing DSPs and new mobile-focused DSPs that are currently integrated with OpenX Market.
Jason Fairchild, Chief Revenue Officer, OpenX, adds: “The online advertising world is clearly moving to RTB, and we’re very pleased to be working with CyberWing to develop its own RTB exchange for mobile. We’re especially looking forward to providing our revenue serving platform as a channel for selling CyberWing/BIGLOBE premium inventory.”
Worldwide mobile advertising revenue was $5.3 billion in 2011 and is estimated to grow to $20.6 billion by 2015 — a 520% growth rate in less than five years. Although North America and Western Europe are regions where mobile advertising budgets will likely grow most in coming years (representing 28% and 25% respectively by 2015), Asia/Pacific and Japan will continue to dominate the global market share with 33.6% of the mobile advertising budget in 2015.Global Desk Editor