Mauj (People Infocomm) owned mobile applications and content marketplace Mobango has partnered with Guruji.com’s AdIQuity to integrate AdIQuity Plus to manage and monetize its global inventory.

The company claims that AdIquity’s platform will allow Mobango to implement multiple ad monetization strategies and improve the functionality of its marketplace. Mobango claims that AdIQuity Plus had increased its global traffic by 90% and had also improving the overall yield during the process.

AdIQuity Plus: AdIQuity Plus platform is a combination of Mobile Ad server, Ad optimization, RTB Exchange and Ad Network Mediation which enable premium publishers to bring on their direct advertiser/agency to serve campaigns on their properties by offering features like campaign creation, targeting and reporting. It also provides other services like AdIQuity Real Time Bidding Exchange which offers a mini-marketplace of its mobile inventory for DSPs (Demand Side Platforms), Ad Networks and agencies and AdIQuity Ad Quality Control tools which allow publishers to filter ads to suit their content.

In April 2011, Guruji.com had launched a mobile ads mediation and optimization platform, AdIQuity, after shutting down its music search engine. The company had stated that this platform will acts as a mediator between publishers and ad networks to effectively optimize advertising in the mobile web segment. The company had then claimed that AdIQuity already generates 1.5 billion ad impressions in a month across its publishers targeting users from more than 200 countries in APAC, US, Europe and Africa regions and it can ensure high CPM rates and fill rates of upto 90% to 95% for traffic coming from more than 200 countries.

Few months later, Guruji.com had launched a Real Time Bidding Ad Exchange for mobile ads, claiming that the exchange will allow 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. It claimed that the exchange will deliver a better ROI (return on investment) to media buyers, since buyers have an option to bid only for a targeted inventory.

Other Ad Exchanges: Last month, Microsoft had extended its pubCenter advertising platform to India, allowing Windows Phone developers to monetize their apps through this platform. Prior to that, Online ad network Komli Media had launched a Real Time Bidding(RTB) enabled performance ad platform called  ‘Atom’, which it claimed was India’s first RTB enabled performance ad platform, and the largest by reach in Asia. Other ad exchanges include Yahoo owned Right Media and Zedo’s ZINC, which claims to feature only premium, guaranteed inventory for advertisers and offers an open bidding platform, selling inventory for media brands such as NDTV, HT Media, Mid Day, Financial Chronicle and other regional publications.