Losing its position in the mobile device market, Nokia decided to try itself in a new field by launching its own advertising aggregator Nokia Ad Exchange.
The advertising service supports all major platforms, including Windows Phone, Series 40, Symbian and BlackBerry. 120 advertising networks from 200 countries can be connected to the promoted application.
But it’s completely unclear why Nokia itself needs this service as a manufacturing company. At the moment, Nokia does not have its own market with a large number of pre-installed applications, where it is difficult to monetize, nor does it have its own platform, again difficult for advertisers to access. Again, the specific advantages of this service over similar ones are unclear, apart from a big name that sounded good three years ago and in a completely different field.
The only explanation is that Nokia Ad Exchange is one of the many internal developments, like PureView, that have been developed for years within the walls of a Finnish company as promising areas for diversification of development. However, it is very difficult to say how relevant it is now, at such a difficult time for the company.
