Following the unveiling of its 'virtual trading floor' back in October, mobile ad startup MoPub – formed by former AdMob and Google executives – has announced a partnership with ngmoco.

As a result of the agreement, ngmoco will utilise MoPub's ad serving platform across the globe, powering all direct sold brand campaigns and those sourced from the real-time bidding marketplace.

The studio will also employ MoPub in DeNA's Mobage platform, using the ad network to facilitate ad demand.

Growing support

"We felt MoPub offered the right services for us," said ngmoco's VP of social apps Jason Oberfest.

"MoPub will open access to new revenue opportunities for us by selling spots directly to advertisers, leveraging ad networks or even auctioning impressions on Marketplace to drive pricing. We are impressed with the efficiencies that MoPub brings to the table, even as we retain the control we desire."

Also signing on as a new partner is UK studio Neon Play, with the firm using MoPub to power Paper Glider.

"Having investigated several advertising platforms, we've found MoPub to be the best one to monetise our advertising inventory," added Neon Play CEO and founder Oli Christie.

"Marketplace proves that mobile advertising doesn't have to be confusing and opaque, and sometimes the best solutions are the simplest."

United with Unity

MoPub claims both ngmoco and Neon Play join a growing roster of partners, including Animoca, Miniclip, Fluik, and Com2Us – partners that will benefit from ads with added support.

The platform is now compatible with Unity3D, as well as rich media standards MRAID and ORMMA, which aid in-app extension ads and HTML5 animations more efficiently.

"Our goal with the MoPub Marketplace was to create an efficient and liquid exchange of high quality mobile ad inventory and top-tier advertisers that supplemented the ad revenue that publishers are already receiving via direct sold and ad network campaigns," added MoPub founder and CEO Jim Payne.

"The addition of these well-known gaming publishers is a major step toward driving those results."

MoPub closed its first funding round of $6.5 million back in July.