Samsung Designs Own Mobile Advertising Platform with Samsung AdHub Market
With the digital advertising industry growing on a remarkable high, Samsung announced its own
mobile advertising platform recently. It teams up with OpenX Technologies to create "the world's
first global mobile private exchange".
The upcoming service dubbed as the Samsung AdHub Market will allow advertisers to place
targeted ads on Samsung’s phones and tablets starting in the second half of 2012. Advertisers will
be able to purchase ad space from both app developers and Samsung, although pricing has not
been disclosed yet.
As Samsung together with OpenX Technologies plans to market ads on its devices, this is also a
deal for both publishers and advertisers with sophisticated ad targeting solutions. By matching the
right ad with the right content, advertisers will be able to reach their mobile marketing goals. This
increases advertisers’ willingness to pay high for ads being delivered, which brings a stable
revenue stream for publishers.
Samsung already have their own OS called Bada. But most if not all ads are in Apps. So if they
continue to use Android/Windows Phone that have Android/Windows Phone Apps/Ads, we're not
sure how their ads could be embedded into these apps. Unless the developers build the apps using
Samsung's Ad network.
This is another mobile design to compete with Google AdMob and Apple iAd. Though the
competition is good for product innovation, price, and selection alike. This means likely that the
mobile ad space competition could start to heat up once the ad platform is released.
Tim Cadogan, CEO of OpenX remarks, "It's the world's first truly global mobile private exchange."
Global means more participation, more choice, and inherently higher quality of ads. Tim calls this a
“new pool of high quality mobile inventory at scale.”
Los Angeles-based OpenX Technologies, Inc. is a top provider of comprehensive revenue serving
platform, combining ad serving, ad exchange and a breakthrough approach to yield optimization.
Its funded with $50.5 million, joining investors like Accel Partners, Presidio Ventures, and Mitsui
Global Investment Inc.
Samsung Co. Ltd. is a South-Korean conglomerate which counts many subsidiaries like Samsung
Electronics, also Samsung Heavy Industries which builds ships, or Samsung Life Insurance,
Samsung Securities and many more. Samsung is responsible for 20% of South Korea's exports. In
the consumer electronics world, Samsung has gone from being a company with a reputation for
cheap products to becoming one of the most respected companies in the world.
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