This week, AppNexus joined thousands of exhibitors and attendees in Barcelona for Mobile World Congress, the must-attend conference for the mobile industry. There, our partner Millennial Media announced that MMX, the world’s largest premium mobile ad exchange, is now available in Asia Pacific and 20 new countries, including India, the Russian Federation, and Saudi Arabia, among many others.
Driven by consumer adoption and usage of mobile devices – and enabled by programmatic ad technology – the mobile advertising market is expected to reach $36 billion by 2017. I hear from leading mobile marketers every day, and they’re looking for new ways to push the envelope and help realize this amazing market potential.
A real appetite for highly engaging ad formats, differentiated data, and effective performance is here today. App publishers are similarly thrilled by the opportunity to increase their differentiation, monetization, and control as they begin incorporating a programmatic channel into their arsenal.
We launched MMX five months ago with Millennial Media to deliver the world’s first mobile “must buy” – a premium exchange that offers access to Millennial’s platform of 55,000 mobile apps and sites, differentiated audience data, and deep mobile expertise. Today, we’re incredibly excited to see MMX expand, bringing premium inventory, high value audiences, and unparalleled effectiveness to buyers across the globe.