CloudX brings orchestration to mobile ad mediation

Mobile SSP CloudX, founded by ex-MoPub executives Jim Payne and Dan Sack, has put Orchestrator into beta on Android, a tool that lets publishers run CloudX alongside another mediation platform and test different setups by ad unit from the dashboard, with AppLovin MAX, which the founders helped create in 2018, as the first supported platform. CloudX says its bid requests will now state whether its auction is final, and bidders will get loss notifications reflecting the final outcome, which Tipsheet reads as publishers gaining control over "which platform gets called, when and under whose rules".