抓住RTB的热度：AppFlood和Vserv.mobi推出RTB交易广告

ByJudith Aquino 翻译 by么么

像他们的美国同行，中国和印度的移动创业公司正在鼓励应用程序开发者拥抱移动实时竞价（RTB）。两个这样的公司，AppFlood和Veserv.mobi，两者在周二同时推出RTB平台。

中国的移动广告网络AppFlood推出amobileRTB广告交易和需求方平台（DSP）旨在满足世界各地的开发者和广告商。“我们希望成为桥接西方和东方的全球领先RTB解决方案提供商”沈思，AppFlood的母公司游戏货币化平台木瓜移动的CEO说。“我们在北京，旧金山和伦敦设有办事处，我们看到了很多广告主希望把自己推广到国外也有很多国外客户想要把自己产品推广至中国，但不知道通过什么渠道实现？”

AppFlood的移动广告网络是由约9,000 Android和iOS开发者和驱动器约10万每天的安装。Ad Exchange整合了多家美国和中国的供应方平台（SSP）中，其中包括的OpenX，AdMob，InMobi，AdView，MobiSage和AdsMogo和DSPPocketMath。

广告库存主要是富媒体和视频。在定位方面，AppFlood提供受众人口统计特点定位，以及基于国家，地区，语言和设备，沈说。AppFlood挖掘亚马逊网络服务（AWS），即12月份在中国开启的数据库服务，以帮助其克服中国的审查制度基础设施。有了AWS，AppFlood可以通过其移动平台进行广告竞价在全球RTB100毫秒标准之内。

AppFlood的客户包括品牌和发行商像EA这样的，Expedia，Gameloft公司和金山。然而，沈注意到移动RTB在中国的概念还在发展中，SSP和DSP都大大分散。AppFlood的下一个目标是吸引更多的DSP和SSP中，并进一步完善其定位功能。

“在中国过去一年内我们才开始看到移动RTB、SSP和DSP，但是这个领域我们看到了很多机会，移动RTB市场在中国的将发展非常迅速”沈说。

木瓜的AppFlood网络同时面临着来自其他移动创业公司。比如asVserv.mobi，今天还推出了RTB平台的竞争。Vserv.mobi总部设在印度的孟买，Vserv.mobi也瞄准新兴市场的广告商和出版商，包括印度，拉丁美洲，中国和东南亚地区。

Vserv.mobi的RTB平台像AppFlood的那样提供富媒体和视频库存，并包括超过15万的应用程序和移动网站资源。它还集成到公司的货币化平台AppWrapper，和其受众定位平台（观众专业版）。

“通过推出对我们的广告交换的观众数据驱动的实时竞价，为了高增长的新兴市场，我们将进一步加强我们的产品服务”Vserv.mobi首席执行官Dippak库拉纳在声明中说。“随着广告主期待的下一个十亿消费者目标，我们的RTB交换功能将帮助他们充分利用纲领性购买的力量，同时消除了学习曲线和风险。”

英文原文

Like their US counterparts, mobile startups in China and India are urging app developers to embrace mobile real-time bidding (RTB). Two such companies, AppFlood and Veserv.mobi, both launched RTB platforms on Tuesday.

China-based mobile ad network AppFlood launched amobile RTB ad exchange and demand-side platform (DSP) designed to serve publishers and advertisers across the globe.

“We want to be the leading global RTB solution for bridging the West and the East,” said Si Shen, CEO of AppFlood’s parent company, Papaya Mobile, a gaming monetization platform. “We have offices in Beijing, San Francisco and London and we see a lot of publishers that want traffic from outside of China as well as advertisers who want to reach China but don’t know how.”

AppFlood’s mobile ad network is used by approximately 9,000 Android and iOS developers and drives about 100,000 daily installs. The ad exchange integrates into several US and China-based supply-side platforms (SSPs) including OpenX, AdMob, InMobi, AdView, MobiSage and AdsMogo and the DSP PocketMath.

The inventory is largely rich media and video. In terms of targeting, AppFlood offers demographic targeting, as well as targeting based on country, region, language and devices, said Shen.

AppFlood tapped Amazon Web Services (AWS), which started offering database services in China in December, to help it overcome China’s censorship infrastructure. With AWS, AppFlood can carry out the auction process through its mobile RTB platform within the global standard of 100 milliseconds.

AppFlood’s clients include brands and publishers like EA, Expedia, Gameloft and Kingsoft. Yet, Shen noted the concept of mobile RTB in China is still developing and SSPs and DSPs are greatly fragmented. AppFlood’s next goal is to attract more DSPs and SSPs and further refine its targeting capabilities, she said.

“We’ve only started to see mobile RTB SSPs and DSPs in China within the last year, but we see a lot of opportunities here and the mobile RTB market in China is growing very quickly,” Shen said.

Papaya’s AppFlood network faces competition from other mobile startups, such asVserv.mobi, which also launched an RTB platform today. Headquartered in Mumbai, India, Vserv.mobi is also targeting advertisers and publishers in emerging markets including India, Latin America, China and Southeast Asia.

Vserv.mobi’s RTB platform offers rich media and video inventory like AppFlood’s and includes a network of more than 150,000 apps and mobile sites. It also integrates into the company’s monetization platform AppWrapper and its audience targeting platform, Audience Pro.

“With the introduction of audience-data-powered real-time bidding on our ad exchange, we are further strengthening our product offering for high growth emerging markets,” said Vserv.mobi CEO Dippak Khurana in a statement. “As advertisers look to target the next billion consumers, our RTB-enabled exchange will help them leverage the power of programmatic buying, while eliminating the learning curve and risk that comes with it.”