OpenX Launches Mobile Native Ad Exchange

Pasadena-based OpenX has just launched a new, mobile ad exchange, which it says is the first, mobile-first native ad exchange. OpenX said its new Native O|X exchange allows app developers and publishers to apply programmatic buying to popular, native, in-stream ad formats, with such features as approving sources, and filtering and reviewing ads. OpenX said that it has more than 300 pre-screened partners who currently have access to inventory on its native ad exchange.