Nexage

About Nexage

Nexage operated as a pivotal marketplace in the mobile advertising sector, establishing a platform for publishers and app developers to monetize their digital inventory. The company was founded in 2005, with Devkumar Gandhi listed as a founder. Gandhi, who holds a Bachelor's in Electrical Engineering and Computer Science, a Master's in Computer Science, and an MBA, previously held technology strategy roles at Nextel Communications before his entrepreneurial ventures. This background in telecommunications and technology directly informed Nexage's direction in the burgeoning mobile ad space.

The company's business model centered on providing a comprehensive advertising exchange that facilitated programmatic ad buying. This catered to a dual client base: publishers and developers on the supply side, and demand sources like ad networks and agencies on the buy side. Revenue was generated through fees associated with the transactions occurring on its exchange, including real-time bidding (RTB) auctions. By 2013, the company was facilitating two billion real-time ad auctions daily, signaling significant market traction.

Nexage's core offering was its mobile Supply-Side Platform (SSP), which provided publishers with tools to manage and optimize ad revenue. A key component was the Nexage Exchange, which enabled various transaction types including public and private RTB auctions and programmatic direct deals. To enhance the value of ad impressions, the company launched Nexage Connect, a service that integrated first and third-party data for improved audience targeting, covering behavioral, contextual, and location-based data. Additionally, Nexage Protect offered brand safety controls for both advertisers and publishers. A significant milestone was the company's acquisition by Millennial Media in a deal announced in September 2014 and finalized in December 2014 for approximately $107.5 million in cash and stock. At the time of the acquisition, former Nexage CEO Ernie Cormier joined Millennial Media's Board of Directors.