MoPub’s CEO Jim Payne and Herman Yang previously worked together at AdMob.
MoPub allows publishers to sell their advertising inventory while being able to control the type of ads that appear in their apps (if they want to block ads from specific brands or competitors). MoPub compares it to a “virtual trading floor” for ads where buyers come into a real-time market and look for demographics that match their needs.
MoPub also revealed some new information about the size of its network, revealing year-over-year ad impressions have increased from one billion in July 2011 to 15 billion impressions this month alone. MoPub’s stable of publishers also grew significantly, from 250 publishers in 2011 to 6000 currently.