Improve Digital has now added in-app advertising to its 360 Platform so clients can now programatically trade all of their mobile inventory in real-time.

Publishers can run and optimise premium CPM, CPC or CPA campaigns with ad networks, exchanges, agency trading desks and any other third-party media buyers, or trade within the companys Private Dealing Room. Improves mobile app offer is MRAID 2.0 compliant so advertisers can run rich media campaigns too. The company, now part of PubliGroupe, already works with more than 100 publishers and media owners in Europe.

“Mobile is a critical part of the advertising mix. The global smartphone audience is expected to surpass 1.75bn in 2014, with global mobile ad spend forecast to reach $18bn,” said Joelle Frijters, CEO and co-founder at Improve Digital. “It has never been so important to scale your message in the right context, to the right audience, and at the right time. Mobile In-app will allow publishers to create a true multi-screen revenue strategy.”