Guruji.com‘s mobile ads mediation and optimization platform, AdIquity, has launched a Real Time Bidding Ad Exchange for mobile ads. According to a statement from the company, the exchange allows Media Buyers to buy mobile web and app traffic from 220+ countries and bid in real time through RTB auctions for defined individual ad impressions.

The exchange claims to deliver a better ROI (return on investment) to media buyers, since buyers can bid for targeted inventory. It claims that since the data shared by sellers is detailed, buyers can place real time through the exchange’s auction engine.

According to AdIquity, publishers can get better monetization by sharing richer data. AdIquity also claims that it will serve ads from non- Real Time Bidding sources when there are no suitable bids from RTB sources.

Other Ad exchanges available in India include Zedo’s recently launched ZINC which claims to feature only premium, guaranteed inventory for advertisers. Yahoo owned Right Media is another ad exchange. However, existing solutions do not cater to mobile web pages or apps.