April 3, 2012

Samsung Electronics and OpenX Announce Partnership to Launch Samsung AdHub Global Private Mobile Ad Exchange

Samsung AdHub Adding RTB Mobile Exchange, powered by OpenX, Represents Next Chapter in OpenX’s revenue serving efforts

SEOUL, Korea and LOS ANGELES, April 3, 2012 Samsung Electronics Co., Ltd., a global leader in digital media and digital convergence technologies, and OpenX Technologies, Inc. (OpenX), one of the world’s leading providers of digital advertising technology, today announced a major new private advertising exchange specifically for global mobile inventory, including smartphones and tablets. The new exchange – the Samsung AdHub Market, Powered by OpenX – will be available to advertisers wishing to advertise on mobile-specific inventory. The partnership creates the first mobile private exchange formed by one of the world’s leading digital device manufacturers and is part of Samsung AdHub’s vision to provide sophisticated targeting solutions for advertisers. The Samsung AdHub Market is expected to launch in the second half of 2012. The announcement was made at the ad:tech conference in San Francisco.

The new exchange enables advertisers worldwide to purchase mobile inventory from mobile developers and Samsung Electronics within a closed marketplace environment, allowing easy targeting of desired audiences. By offering Real-Time Bidding capabilities, the exchange enables application developers to maximize their ad revenue by selling their inventory to buyers who compete for each impression in a real-time auction with a minimum floor price. Additionally, the private exchange offers developers superior levels of control, including the ability to approve all demand sources, in order to maintain the high quality of ads.

“Samsung is empowering both the developer and the advertiser, by creating a win-win solution, in which the app developer is able to achieve higher revenues and advertisers are able to reach their marketing goals. To this extent, we believe RTB can play an important role in motivating all players and we’re delighted to partner with OpenX and use its excellent technology as the foundation for it,” said Daniel Park, Vice President of Samsung’s Media Solution Center. “The Samsung AdHub team is continuously working to offer innovation and value in the advertising market,” added Park.

Earlier this year, Samsung announced the formal launch of Samsung AdHub for SmartTV advertising, enabling brands to deliver 3D, video, and other interactive advertisements into the living room via Samsung’s market-leading SmartTVs. With the OpenX partnership, Samsung AdHub is expanding its capabilities to include an integrated RTB Mobile Market to capitalize on the mobile advertising opportunity.

Worldwide mobile advertising revenue has been valued at $3.3 billion in 2011, e