Taking a deep look at where this market, the mobile monetization market is headed, I have some thoughts I wanted to share with you… The obvious conclusion is that programmatic buying, with a strong focus on video, is indeed the future and that is what we are building!

Adap.tv & FreeWheel:

I am ahead of myself a bit, but offering our stack as 3 product lines: SSP, Exchange and DSP instead of one layer makes a lot of sense, especially for Video. What we can see here is how Adap.tv is connecting their programmatic exchange to FreeWheel SSP.

Since the market is pretty solid on SSP/ad-servers, the opportunity for mobile video exchange – to become the largest mobile video marketplace – is here. We have made this our focus and are executing on it. In other words, we were doing programmatic video before it was cool to do programmatic video!

InMobi & Google:

Based on previous trends such as the Millennial Media and AppNexus deal, as well as what we are hearing, InMobi is about to announce a big channel partnership with Google where Google will be buying InMobi’s supply. Sounds familiar? Yes, just like we’re doing with some of the biggest names out there. Basically, InMobi is putting down their display business and focusing only on Native.

InMobi & Rubicon:

It’s getting complicated? InMobi is also setting a deal with Rubicon to be their exchange. So programmatic buyers will be able to access their supply – like Millenial did with AppNexus and what we are also doing with other players – private marketplaces. 

These are just a few examples or indications that we, as a company are headed in the right direction.