The DeNA-owned Ngmoco has signed a new deal with mobile ad platform MoPub, which provides mobile publishers with a unified system for selling and controlling the ads that appear within mobile apps.
MoPub, founded by veterans from Google and mobile ad service AdMob in 2010, feeds ads into mobile games and aims to help publishers sell directly to advertisers, manage ads, and conduct real-time bidding campaigns through the service's MoPub Marketplace.
Ngmoco announced that it will be using MoPub's ad serving platform worldwide, particularly to power ad distribution and increase revenues on the company's Android-based Mobage network.
"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," said Jason Oberfest, VP of social apps at Ngmoco. "We are impressed with the efficiencies that MoPub brings to the table, even as we retain the control we desire."
In addition, mobile gaming startup Neon Play (Traffic Panic 3D) has also revealed plans to adopt the MoPub platform. For reference, previous MoPub partners include Animoca, Miniclip, Fluik, and Com2Us.
MoPub also recently announced that has added support for games built with Unity 3D, and that it has adopted the ORMMA and MRAID industry standards, which will allow for more robust and complex ads within the MoPub platform.