“But the concept of RTB is still new to many people and so they’re reluctant to experiment with it,” Kuma added. To encourage publishers to use its RTB Premium App Publisher solution, TapSense is freezing the usage fees it normally charges and will allow publishers to keep all of the revenue that they receive from sold inventory.
Based in San Francisco and founded in 2011, TapSense lets publishers run mobile video, Web-based and app-install ads from a network of more than 300 demand partners. Its clients include Yahoo, Hotels.com, Expedia, LinkedIn and eBay.
Research firm IDC predicts mobile RTB will become a $1 billion market by 2015, and reach $3 billion by 2017. TapSense faces competition from numerous startups that offer mobile RTB solutions such as Smaato, AppFlood and Airpush, as well as data giants like Twitter via MoPub.