Mobile ad platform partners with programmatic platform AppNexus to create MFX.
New York City-based MobileFuse is partnering with programmatic platform AppNexus to launch a new marketplace, MFX, that matches selected publishers with curated but open programmatic ad bidding.
Previously, MobileFuse co-founder and CEO Ken Harlan pointed out, his company allowed advertisers to buy space programmatically through its own platform, but it employed manually administered orders for selling inventory from its selected group of about 2,000 publishers, which include texting/calling app textPlus and media hosting site Photobucket.
By moving its operations to the AppNexus platform, he said, his “premium supply network [can now] expose ad supply on a programmatic basis.” The only part of MobileFuse that is not moving to AppNexus, he said, is his company’s Moments condition-based targeting.
This new arrangement opens up the selected publisher inventory to programmatic ad bidding from any buyer, compared to the previously closed, direct system. But MobileFuse will set a minimum pricing floor, and a staff person approves ad creatives within a 24-hour window before they are allowed into bidding.