Fairfax and Mi9 launch mobile programmatic exchange APEX

Australia’s first premium, brand-safe, mobile programmatic exchange, Australian Premium Exchange (APEX), launched on Friday. A joint venture between Fairfax Media and Mi9, APEX offers premium mobile inventory that comprises mobile properties owned and operated by Fairfax and Mi9, in addition to third party publishers such as Daily Mail Australia. Other publishers will be invited to join in the future.

APEX offers media buyers premium mobile inventory and the efficiency of real time bidding across an unprecedented volume of quality inventory from more than 120 well-known, locally created mobile sites and apps. Offering a brand safe environment, advertising will only run alongside top-tier premium content.

APEX Advertising CEO Pippa Leary said: “APEX is Australia’s only publisher coalition where advertisers can reach audiences programmatically in real time, in brand safe mobile environments. It gives advertisers the scale and efficiencies of an open exchange with the safety of a private exchange.

“The Australian programmatic market is forecast to grow to $1.4 billion by 2018. The opportunity for advertisers to target mobile audiences through premium local content, produced by local publishers, we anticipate will drive further growth.”