Samsung (News - Alert) Electronics Ltd. Is partnering with OpenX Technologies, Inc. to launch a global digital advertising exchange targeted at mobile devices and tablets. The Samsung AdHub Market will be powered by OpenX ad-serving technology and is expected to launch in the third or fourth quarter of 2012.

The new ad exchange allows advertisers the ability to target specific audiences using mobile devices and tablets. The AdHub Market will offer real-time bidding for impressions and offer superior control for developers selling ad inventory.

Daniel Park, VP of Samsung’s Media Solution Center, commented on the partnership, saying “Samsung is empowering both the developer and the advertiser, by creating a win-win solution, in which the app developer is able to achieve higher revenues and advertisers are able to reach their marketing goals. To this extent, we believe RTB can play an important role in motivating all players and we’re delighted to partner with OpenX and use its excellent technology as the foundation for it.” Adding, “The Samsung AdHub team is continuously working to offer innovation and value in the advertising market.”

Samsung already announced the launch of AdHub for SmartTV advertising earlier this year. This product allows advertisers to deploy interactive advertisements, such as 3D and video, via Samsung’s popular SmartTVs.

Samsung hopes to capitalize on the growing mobile advertising market. In 2011, the global mobile advertising market was valued at $3.3 billion. This market is expected to grow to $20.6 billion by 2015, a 520 percent growth. The Asian region dominates the mobile ad market share at 33. 6 percent followed by North America and Western Europe at 28 and 25 percent, respectively.

OpenX currently handles more than 200 billion ad transactions each month. Its mobile platform includes an SDK that supports MRAID rich media ads. OpenX’s open API offers flexibility to accommodate a global mobile device maker like Samsung.

Tim Cadogan, CEO of OpenX, said, “The partnership will provide advertisers with access to a new pool of high quality mobile inventory at scale. Helping both publishers and advertisers maximize the value of online advertising regardless of the device on which it is displayed is core to our mission at OpenX.”