Dive Brief:
- Yahoo announced Tuesday a new ad partnership with Mocean Mobile.
- The Mocean Mobile Marketplace will now be powered by Yahoo's new Ad Exchange.
- Mocean will gain real-time bidding capabilities while Yahoo will gain access to Mocean's deep mobile inventory.
Dive Insight:
This partnership will help build a comprehensive ad solution. Specifically, Mocean may actually help Yahoo develop a viable ad business by stepping deeper into the important mobile marketplace. The move also may suggest that Yahoo is moving to more deeply monetize their mobile apps like Tumblr, Yahoo Weather, and Yahoo News Digest.
