Press Releases

Nexage Launches Private Exchange

Nexage’s private exchange expands market-leading RTB to deliver extraordinary value and controls to premium publishers and developers

BOSTON – December 14, 2011 – Nexage, the leading mobile advertising exchange, today announces the launch of mobile advertising’s first private exchange to enable premium publishers and developers to only sell to those buyers that represent brands and campaigns that best fit their business.

Through Nexage’s private exchange, premium publishers and developers not only avoid channel conflict; they are able to drive a cohesive and productive integrated sales channel inclusive of their direct sales force.  And by tapping into the Nexage Exchange, they are able to accelerate revenue performance, protect price, and ensure brand safety – all while taking advantage of the extraordinary efficiency and liquidity of programmatic markets.

Nexage’s private exchange is built upon the Nexage Exchange, mobile advertising’s most advanced and complete integrated RTB and mediation platform. Nexage’s private exchange leverages key innovations of the platform, including dynamic price floors that enable sellers to continually optimize revenue performance, and one-click ad screening that enables sellers to identify and block ads, in real-time, to manage brand safety and alignment.

The private exchange enables premium publishers to tap into massive liquidity gains on the Nexage Exchange, which supports over 12 billion monthly impressions, and creating liquidity for more than 200 publishers and developers and 125 demand sources. Today, bid volumes on RTB are growing at more than 71% per month and revenues are growing at more than 70% per month. The combined value of a private exchange with the rapidly increasing liquidity on RTB gives premium publishers and developers an unparalleled opportunity to significantly - and safely - grow their business.

“The launch of our private exchange is critical to our customers and an important achievement in the maturation and scaling of the mobile advertising market,” said Ernie Cormier, CEO and president of Nexage.  “Nexage’s private exchange gives our premium publisher and developer customers the ability to seize on the efficiencies and liquidity of the market, while controlling their operations in a way that best suits their needs. Mobile advertising is growing—and growing up fast—and we are proud to be taking the lead in launching the market’s first mobile private exchange. We will continue to innovate and drive this market forward. Stay tuned.”

About Nexage

Nexage is the only premium mobile exchange that creates high-value, brand-safe liquidity for advertisers and publishers. The Nexage Exchange provides a range of programmatic markets to enable buyers and publishers to accelerate their businesses how they want to buy and sell including public exchange, private exchange, and programmatic guaranteed markets—and supports an ever-increasing volume of rich media and video ad units. Nexage Connect delivers integrated 1st and 3rd party data, including behavioral, contextual, enriched location, universal identifier, and privacy data to enhance targeting and retargeting. Nexage Protect delivers a suite of brand safety controls to advertisers and publishers. Nexage serves customers on a worldwide basis with offices in Boston, New York, San Francisco and London. Come visit us at www.nexage.com or follow us on Twitter @Nexage.

Case Study

Top 10 Celebrity Gossip Site Top 10 Celebrity Gossip Site
Challenge:

In its first two years, this Top 10 Celebrity Gossip Site successfully focused on reader acquisition and retention, driving traffic to the tune of 80 million monthly impressions. However, their monetization efforts weren’t yielding stellar results. Poor ad-quality control hurt their direct sales business and a weak ad-sourcing solution dragged revenue down.

Solution:

The Top 10 Celebrity Gossip Site selected Nexage to maximize its revenue and bring stability and control back to its business. Nexage provided a complete and efficient inventory distribution solution for both sold and discretionary inventory with the Nexage Exchange, including Nexage Mediation to optimize millions of impressions, business controls to ensure brand integrity, and Nexage RTB to access the surge in ad dollars from real-time enabled ad buyers and Demand-Side Platforms (DSPs); and an robust mobile ad server to support direct sales efforts.

The implementation of these solutions combined with publisher-specific suggestions by the client services manager—such as accepting video and rich media ad units—has strengthened every aspect of the client’s mobile advertising business.

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