Fixed Mobile Convergence

Velti, a provider of mobile marketing and advertising technology and solutions, announced the launch of the Velti (News - Alert) mGage Marketplace, a mobile media exchange.

The mobile media exchange will provide advertising agencies, ad networks and brands with transparency and optimization of mobile ad campaigns. Addressing the mobile buying and selling requirements of agencies, ad networks and publishers, the mGage Marketplace will also assist publishers to maximize revenue.

The mGage Marketplace consists of a number of exchanges, leveraging the Velti mGage mobile marketing platform. Agencies will be able to research, plan, execute, track and optimize mobile marketing campaigns from a central location based on the analytic and reporting functionality.

Brands will be able to track buys from the first impression through post-click and compare how campaigns are performing across all media inventories, company officials said.

The mGage Marketplace offers targeted ad delivery based on relevancy. With this, media buyers can organize ad buys based on price and specific targets. This advanced planning is supported with powerful analytics to allow for cross-platform, cross-inventory and end-to-end data, which allows targeted media to optimize post-click performance.

In October 2010, Velti announced it acquired the privately held mobile ad exchange network Mobclix for an undisclosed amount. Mobclix is a bid-based marketplace for mobile developers, advertisers, advertising networks and agencies.

“We're excited about the mGage Marketplace and the potential benefits for brands, ad networks and publishers around the world,” said Krishna Subramanian, co-founder of Mobclix, in a statement.

“Mobclix's mission has always been to help identify monetization channels within mobile advertising and we believe the mGage Marketplace is a unique and compelling offering for all audiences looking to develop, execute and monetize mobile ad campaigns,” Subramanian added.

Draftfcb, an integrated communications agency with a network in 94 countries employing more than 9,200 people, joined the Velti mGage Marketplace. Draftfcb is leveraging the platform to plan, run and optimize campaigns in the U.S. and China on behalf of leading global clients.

“We conducted an exhaustive evaluation of more than 20 leading mobile platform providers via a cross-functional committee representing account services, planning, UX, creative technology and executive leadership over a period of about three months,” said Patrick Moorhead, SVP, group managing director - Mobile at Draftfcb Chicago.