MobileFuse is partnering with programmatic platform AppNexus to launch a new marketplace, MFX, that matches selected publishers with curated but open programmatic ad bidding.
This new arrangement opens up the selected publisher inventory to programmatic ad bidding from any buyer, compared to the previously closed, direct system. But MobileFuse will set a minimum pricing floor, and a staff person approves ad creatives within a 24-hour window before they are allowed into bidding.
MobileFuse says it serves about 100 million unique users monthly, with about 80 percent in-app and the rest on mobile web.
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