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Looking to the 'Futures' of Mobile AdvertisingIt’s being hailed a first in the realm of mobile advertising. And JUICE Mobile is the driving force behind the innovative offering.

The JUICE crew announced Wednesday the launch of Nectar Futures, which is dubbed the industry’s first futures market designed for mobile advertising.

According to details shared, the platform empowers advertisers to secure premium, guaranteed mobile inventory for the future.

With Nectar Futures, advertisers are guaranteed premium mobile inventory across multiple formats, and publishers gain new revenue from upfront buys and control over their sales. Nectar Futures complements Real Time Buying (RTB), individual guaranteed Programmatic Direct (PD) buys (available through Nectar Direct) and traditional Direct Sales. JUICE Mobile’s move fills a long-standing gap, allowing buyers to minimize cost, delivery and quality risks inherent in the real-time exchanges.

“The RTB market is great when you want to buy an impression for ‘right now,’ but when you are planning for tent pole events such as the Back to School season or Black Friday, and everyone wants the same inventory as you, the price goes up and supply gets scarce,” says Neil Sweeney, CEO of JUICE Mobile. “Nectar Futures allows you to hedge your bets and mitigate these risks. We’ve been running this product in beta with clients and publishers since Q3 and now we’re offering this advantage to our clients.”

As of the latest data to which MAW has been made privy, the Nectar platform is used by all major agency holding companies and over 1,500 premium publishers.

Few additional details have been revealed with regard to the new futures platform, but more information is expected soon on the official JUICE Mobile website.

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