Following the news that it's signed a deal to handle Backflip's mobile inventory, advertising exchange specialist Nexage has announced a new initiative to attract more high volume, high quality developers and publishers.

Labelled as a private exchange, it provides controls so that content companies can better manage what adverts are shown within their mobile games and apps.

It's build on top of Nexage's existing Nexage Exchange real-time bidding and mediation platform, and provides options such as dynamic price floors, to optimise revenue, and one-click ad screening enabling sellers to identify and block ads, in real-time, to manage brand safety and alignment.

Quality and scale

Nexage says its platform is currently hosting over 12 billion monthly impressions, and being used by more than 200 publishers and developers, and 125 demand sources.

And underlining the buoyant state of the market, especially around the holiday season, bid volumes are up 71 percent month-on-month, while revenues are growing a 70 percent per month.

"The launch of our private exchange is critical to our customers and an important achievement in the maturation and scaling of the mobile advertising market," said Ernie Cormier, Nexage's CEO and president.

"It gives our premium publisher and developer customers the ability to seize on the efficiencies and liquidity of the market, while controlling their operations in a way that best suits their needs.

"Mobile advertising is growing - and growing up fast - and we are proud to be taking the lead in launching the market's first mobile private exchange. We will continue to innovate and drive this market forward."

You can find out more from its website.