Mobile

Samsung creating mobile ad network to challenge Apple’s iAd, others

Korean electronics giant Samsung is launching its own mobile ad network to challenge Apple, Google, and Millennial Media, according to the Wall Street Journal.

While Apple’s  iAd hasn’t been particularly successful (so much so that Apple revised its terms in February and again earlier this week), Millennial Media has stuck it out as an independent mobile ad company that successfully IPO-ed last week. And of course, there’s Google, which is known for its prowess in online ads.

Now here comes Samsung, which will be teaming up OpenX Technologies to create space on applications that can be sold to advertisers through an ad exchange.

“This is the first time any device manufacturer has entered the ad tech space in this way,” OpenX CEO Tim Cadogan told the Journal. “It is becoming very clear to the principals in the mobile space that advertising is going to be a very important part of the revenue mix.”

Because Samsung offers all manner of smartphones and tablets, it makes sense for the company to find ways to monetize open space inside applications. Advertisers will be able to buy ad space in an auction system that’ll exist through both app developers and Samsung.

The ad network should launch some time in the second half of 2012, with pricing yet to be detailed.

Samsung Galaxy Note photo: Devindra Hardawar/VentureBeat


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