Yukari Mitsuhashi on StartupDating:
Coudec uses a pay-for-performance model, allowing advertisers to display their ads at the most engaging moment when users are in certain apps.
The large Japanese social network has been a bit slow to plunge into mobile. With this new platform, Coudec, already deployed on its own app (30 million downloads), Mixi hopes to attract developers vying for both monetization and user activation . The model bets on a time-trigger system, especially interesting if you think about mobile coupons—a pretty big business in Japan.
I believe that it is thus not meant to replace existing ad networks, but to complement them. Unsure if that an good enough incentive to overcome the image of mixi on mobile as seen by developers.
Of note, it is apparently the same platform already used on CocoPPa, an app that allows you to decorate your smartphone home screen—12 million downloads to date.