Fairfax and Mi9 taking control of mobile inventory launching delayed APEX exchange

APEcNews Corp’s decision not to join a new advertising alliance between Fairfax and Mi9 has been blamed on a switch in internal politics after the sacking of CEO Kim Williams.

The new premium mobile exchange APEX is set to launch today two and half years after the idea of a publisher exchange was first touted with the publishers looking to take back control of their own premium inventory from the likes of Google.

Originally conceived as a desktop exchange APEX has gone through several iterations, with potential launch partners including News Corp and Yahoo7 pulling out, to launch with mobile inventory from sites including The Age and Sydney Morning Herald, NineMSN and the Daily Mail.

The exchange aims to address a gap in the market by giving traders an “ability to access a large pool of premium inventory that is 100 per cent brand safe programmatically”.

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Subscribe

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.