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Monetizing in Europe: upday Now Using Mobile Ad Exchange INNEXInneractive is out with the news that mobile news service upday will now be monetized exclusively with INNEX, Inneractive’s global mobile ad exchange.

Inneractive is an independent global mobile ad exchange. upday is a personalized news app developed by Axel Springer in partnership with Samsung Electronics.

INNEX, Inneractive’s end-to-end platform for programmatic selling of mobile ads, allows upday to sell its mobile inventory programmatically via private marketplaces and the open exchange.

“With support for in-app video, native mobile ads, and mobile display, INNEX is enabling upday to monetize its inventory across Europe,” noted a formal statement emailed to MAW.

“Considering the serious demand for programmatic buying from brands and agencies across Europe, and a switch from direct to programmatic buying in such countries as UK, we have decided to invest significant efforts into selling our inventory programmatically, both directly to buyers and via the open exchange,” explained Aneta Nowobilska, Director of Advertising at udpay.

Nowobilska believes the move will help upday deliver a superior user experience based on relevant content and non-intrusive ads.

“We constantly need to strike a balance between maximizing revenue and keeping users happy,” she added.

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