Airpush and OpenX Launches AirX, a New Private Mobile Ad Exchange

Monday, February 10, 2014

Airpush and OpenX have announced a partnership to launch AirX, a new private mobile ad exchange. AirX combines OpenX’s global, Real-Time Bidding (RTB) exchange with Airpush’s ad network of more than 120,000 active Android apps. The new partnership creates one of the largest pools of mobile apps that can be accessed programmatically.

With the combination of Airpush’s scale and OpenX’s private exchange capabilities and multiscreen media buyers, AirX will provide advertisers with access to billions of mobile impressions across approximately 30 percent of the worldwide Android installation base.

A majority of the inventory in the new AirX exchange will include GPS-derived location data as well as a wide variety of demographic and contextual data. AirX traffic will also include Airpush’s push notification ads and in-app banners, video, rich media, native and other new mobile ad formats.

“RTB buying has already disrupted the way digital media is bought and sold, but there is the potential for even greater disruption as a result of the quantity of inventory and the availability of rich contextual data sets,” said Seth Socolow, senior vice president, strategic partnerships, Airpush. “We evaluated many partners when planning the best way to offer our inventory to the programmatic buying community and OpenX was the clear winner. The OpenX platform, including its SSP technology, exceeds any currently available and their management team shares our vision for creating exciting new opportunities in the mobile space.”

“We’re thrilled to partner with Airpush to help mobile app developers maximize their revenue and offer advertisers more efficient ways to access high quality mobile app inventory at scale,” said Rob Kramer, general manager, mobile, OpenX. “By bringing OpenX’s unparalleled auction mechanics to AirX, app developers can now take full advantage of market-based pricing and realize the true value of their inventory.”