Improve Digital debuts UK mobile ad exchange

Growth of mobile advertising market leads online ad revenue optimisation specialist to introduce new mobile platform with US partner, Pubmatic.

Improve Digital is introducing an integrated mobile offering, designed to help publishers in the UK and across Europe manage their mobile ad inventory.

The new platform is enabled by technology developed by Improve Digital's US partner, Pubmatic (www.PubMatic.com).

The move is in response to the rapid growth of the mobile advertising market.  Among the key findings of the IAB UK's mobile ad spend figures published in 2009:  ￡28.6 million was spent on mobile in 2008, a figure almost double the previous year. 

Looking ahead, recent study by GroupM forecasts that mobile advertising spend will increase 19 percent to $3.3 billion in 2010. 

"While the consumption of mobile content has grown exponentially, particularly with the iPhone and Android platforms, the ability to monetise the mobile web has become increasingly difficult for premium publishers,” said Rajeev Goel, co-founder and CEO of PubMatic. “Our integrated mobile solution gives publishers the ability to take full advantage of their highly lucrative mobile ad inventory by simplifying the process by which they manage and select the most effective ads for their mobile web sites and applications.”