Advertising technology specialist OpenX has signed a deal with Samsung to power a new advertising exchange.

Called the Samsung AdHub Market, it will launch in the second half of 2012, offering opportunities for mobile-specific inventory.

In keeping with Apple's iAd and Google's AdMob platforms, it's part of Samsung wider AdHub's vision to provide sophisticated solutions for advertisers on its various hardware devices. 

It's previously announced the Samsung AdHub for SmartTV advertising.

Consumer reach

The real-time exchange will enable advertisers to bid and purchase mobile inventory from mobile developers and Samsung Electronics within a closed marketplace environment.

"Samsung is empowering both the developer and the advertiser, by creating a win-win solution, in which the app developer is able to achieve higher revenues and advertisers are able to reach their marketing goals," said Daniel Park, VP of Samsung's Media Solution Center.

[source: OpenX]