Buying mobile ads across different apps and mobile sites is a highly inefficient process today. There are dozens of ad formats, about 85 percent of mobile ad inventory goes unsold, and it is difficult for advertisers to reach the scale they require. Mobile ads are ripe for a marketplace to make it more efficient, but publishers are wary of ad marketplaces, having seen how they pushed down average prices per impression on the desktop web. Today, Medialets is launching a private marketplace for mobile ads which attempts to address the problems of both mobile publishers and advertisers in a unique way. Source: http://feedproxy.google.com/~r/Techcrunch/~3/ZBdWdcpfARQ/
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