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Two ad-tech companies are creating what they believe will be the third-largest mobile ad exchange behind Google and Twitter.

Rubicon Project, a technology company that helps publishers sell ads programmatically, is partnering with the mobile ad network InMobi to launch the exchange, which will be restricted to native mobile ads which appear in-stream, rather than banners.

InMobi, which is based in India, has carved out sizable chunks of the mobile-ad markets across Asia, Africa and the Middle East. For brand advertisers hoping to hit consumers in emerging markets, where mobile phones outnumber TVs, the new exchange may provide an easier reach.

Continue reading at AdAge.com