Samsung Electronics has partnered with OpenX Technologies, Inc, a digital advertising technology solution provider, to launch a new private mobile ad exchange called ‘Samsung AdHub Market’.

Expected to launch in the second half of 2012, Samsung AdHub market will be specifically targeted to advertisers who wish to advertise on Samsung’s smartphones and tablets worldwide and will be powered by OpenX. This exchange will enable potential advertisers to purchase mobile-specific inventory directly from Samsung Electronics and third party mobile developers worldwide within a closed marketplace environment. It will also provide Real-Time Bidding (RTB) capabilities and offer more control to developers by enabling developer to approve all demand sources, so as to maintain the high quality of ads. That being said, Samsung didn’t reveal any specific details about the pricing of this service.

In January 2012, Samsung had formally launched its advertising platform, Samsung AdHub for its SmartTV platform, stating that the solution will allow brands to deliver 3D, video, and other interactive advertisements on their Samsung SmartTVs and with this partnership with OpenX, Samsung has now expanded AdHub’s capabilities to include an integrated RTB Mobile market.

Anupam adds:  It’s interesting to see a device maker offering an ad-network of its own, assuring better visibility on its devices. But unlike smart TVs, smartphones and tablets are not always based on proprietary platforms. Samsung smartphones, besides running its own plaform, Bada, also run on Android, and Windows Phone. The latter offer independent app development tools, so we’re not sure how Samsung will address this problem. Also, this might lead to more fragmentation among developers as well as advertisers.  We’re also not too sure as to why advertisers would like to specifically target users of a particular brand. Apple, which offers iAd, is a different case altogether, with the company controlling the app eco-system around the platform.

Other Developments: Last week, Mauj (People Infocomm) owned mobile applications and content marketplace Mobango had partnered with Guruji.com’s AdIQuity to integrate AdIQuity Plus to manage and monetize its global inventory. Mobango had claimed that AdIquity’s platform will allow them to implement multiple ad monetization strategies and improve the functionality of its marketplace. Prior to that, Microsoft had expanded its pubCenter advertising platform to India, enabling mobile app developers to monetize their Windows Phone apps through this platform. Online ad network Komli Media had also 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 Google’s 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. Google and Apple also offer mobile ad solutions in form of Doubleclick and iAd respectively.

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