Real-Timing Bidding exchange to include NEC BIGLOBE mobile inventory; OpenX continues to ramp mobile efforts and Japanese expansion
TOKYO & LOS ANGELES - CyberWing Corporation (CyberWing), a media representative for Japan’s leading Internet Service Providers (ISPs) and a subsidiary of NEC BIGLOBE, Ltd. (BIGLOBE), and OpenX Technologies, Inc. (OpenX), one of the world’s leading providers of digital and mobile advertising technology, today announced a major new private advertising exchange specifically for Japanese mobile inventory, including smartphones and tablets. This multi-year partnership is expected to launch in the second half of 2012.
The new exchange will enable approved advertisers worldwide to purchase mobile inventory from mobile developers within a closed marketplace environment. The exchange’s premium inventory will include owned and operated in application inventory supplied by BIGLOBE, one of Japan’s leading ISPs, and Nifty Corporation, another of Japan’s leading ISPs and a subsidiary of Fujitsu Limited. The inventory will also include supply from Twipple, the leading Twitter mobile client in Japan, and the ten leading Japanese ad networks with which CyberWing has agreements.
The new CyberWing private exchange will offer Real-Time Bidding (RTB) capabilities, enabling application developers to maximize their ad revenue by selling their inventory for the highest price. Developers will enjoy superior levels of control, including the ability to approve all demand sources, in order to maintain the high quality of ads. CyberWing has the option to bring demand into the exchange or to open up the marketplace to demand from OpenX Market Japan or other sources. OpenX will power the new exchange with its leading marketplace technology platform, which handles more than one million bids per second at peak.
“CyberWing is growing rapidly and the new exchange will allow us to grow even more quickly,” said Nobuyoshi Nada, general manager, CyberWing. “We’re excited to partner with OpenX and leverage its excellent technology, its team’s RTB expertise and the potential to take advantage of its built-in demand sources. CyberWing is looking forward to operating an open and liquid exchange while having the quality controls and creative check tools that our publishers require.”
The partnership represents a further expansion by OpenX into the Japanese market as well as its rapid move into the mobile space. OpenX offers a breakthrough mobile ad serving platform, including an SDK that supports the latest MRAID standard (the IAB’s mobile rich media standard). With its innovative open API structure, OpenX provides a flexible mobile ad platform that meets the digital advertising needs of companies such as CyberWing which need to operate at massive scale. During the last quarter, OpenX has experienced growing demand for mobile inventory from both existing Demand Side Platforms (DSPs) and new mobile-focused DSPs that are currently integrated with OpenX Market. “The online advertising world is clearly moving to RTB and we’re very pleased to be working with CyberWing to develop its own RTB exchange for mobile,” said Jason Fairchild, chief revenue officer, OpenX. “We’re especially looking forward to providing our revenue serving platform as a channel for selling CyberWing/BIGLOBE premium inventory.”
Worldwide mobile advertising revenue was $5.3 billion in 20111 and is estimated to grow to $20.6 billion by 2015, a 520% growth rate in less than five years.2 Although North America and Western Europe are regions where mobile advertising budgets will likely grow most in coming years (representing 28% and 25% respectively by 2015), Asia/Pacific and Japan will continue to dominate the global market share with 33.6% of the mobile advertising budget in 2015.3
1. IAB and IHS Screen Digest, Global Mobile Advertising Market Valued at $5.3 Billion (€3.8 Billion) in 2011, June 6, 2012. http://bit.ly/OpQT3I
2. Gartner, Inc., Forecast: Mobile Advertising, Worldwide, 2008-2015, March 21, 2011. http://www.gartner.com/resId=1598915
CyberWing Corporation brings to market leading Ad Services and Technology, backed by strong partnerships with Japan’s major Internet Service Providers and IT vendors. CyberWing Corporation is based in Tokyo, Japan.
OpenX is one of the world’s leading providers of digital and mobile advertising technology, enabling businesses to manage and maximize their ad revenue. OpenX products, including OpenX Enterprise, OpenX Market and OpenX Lift provide a comprehensive revenue serving platform by combining ad serving, an ad exchange and a breakthrough approach to yield optimization.
OpenX Technologies, Inc. is based in Los Angeles and is backed by leading investors including Accel Partners, Index Ventures and SAP Ventures. For more information, please visit www.openx.com.