In a statement, Yahoo’s VP of ad platforms for the Americas, Brian Silver, said: “We want to help publishers maximize revenue and advertisers target mobile campaigns based on our audience insights – and our work with Mocean Mobile combines Yahoo’s scale, efficiency, publisher controls and data with their high-quality mobile inventory to do just that.”
Mocean Mobile originated in 2009 when mobile ad network Mojiva spun it off as a separate company offering programmatic services, such as a mobile real-time bidding (RTB) exchange.
As programmatic advertising gained traction, Mojiva rolled its ad network business into Mocean Mobile, a move reflecting the company’s increased focus on programmatic buying and selling, said Mosley.
“We’ve made a big transition and moved forward on our tech platform and the other side of how we’re handling media and revenue,” Mosley said. “We’re now less about ad sales and feet on the street and more about moving into programmatic full speed.”