PapayaMobile is launching an updated version of the company’s AppFlood service to provide Western developers and publishers a real-time bidding and demand-side ad platform for mobile games in the Chinese market.
Papaya’s new mobile-focused bidding ad exchange in China will permit overseas advertisers and publishers to buy and sell advertising space through real-time auctions. The demand-side platform will allow advertisers to place ads in mobile games published in China on an automated scale.
“We found that real-time bidding is strong in the West; it’s a better, more efficient way to utilise traffic and provides more return for advertisers,” said PapayaMobile CEO Si Shen. “We found that in the East, real-time bidding on mobile doesn’t even exist. We can complete the real-time bidding ad networks between the East and the West.”
San Francisco-based PapayaMobile, a mobile social gaming network for Android and iOS devices, was founded in 2008 by CEO Si Shen and CTO Qian Wenjie. According to the company, the AppFlood service currently has 145 million monthly active users, 9,000 Android developers and 100,000 daily installs.
