Google’s dominance in mobile advertising and Apple’s growing iAd platform on iOS convinced Samsung to launch its own rival advertising platform called “Samsung AdHub Market.” The Wall Street Journal reported the company officially announced the platform on Tuesday, which uses technology from OpenX Technologies Inc. According to the report, the company will allow advertisers to buy space within apps through developers and Samsung. The ads are expected to appear on Samsung phones and tablets sometime in last half of the year.

Samsung said Tuesday it’s adding a mobile phone advertising exchange platform using technology from closely held U.S. firm OpenX Technologies Inc…The platform, called Samsung AdHub Market, will enable advertisers to place targeted messages within apps on Samsung phones and tablets… The move is part of Samsung’s broader push to bring targeted advertising to electronic devices including Internet-connected televisions. It will also pit the company against other mobile-ad services from Apple, Google and Millennial Media Inc., which held an initial public offering last week.