Mobile ad platform Airpush has announced its acquisition of Hubbl, developer of mobile personalization and native advertising technology. The acquisition will see the pair partnering to bring more effective native advertising to Airpush’s ecosystem of 120,000 mobile apps, via an ad platform that’s currently in development.
Hubbl was founded in 2012, with offices in both New York and India. The company’s focus has been on developing personalization technology for mobile ads, ensuring that users are served more targeted ads that are contextually relevant to their current experience.
“Facebook and Twitter have created a lot of hype around native advertising on mobile, but the reality is that the technology hasn’t been accessible for mainstream app developers,” stated Asher Delug, Founder and CEO of Airpush, in a company statement. “By joining forces with Hubbl, we plan to change that. The team at Hubbl has redefined the category by building the first truly scalable and effective platform for in-app native advertising, and we’re very excited to bring their technology to market together.”
In the case of Facebook, that native advertising can come in the form of sponsored content that appears in users’ News Feeds, and is formatted to be virtually indistinguishable from surrounding content updates posted by friends.
The mobile approach to native advertising has the same overall goal, that being to offer less intrusive, and yet more effective ads to users, while also removing the reliance on usually ineffective banner ads.
Airpush and Hubbl plan to release the fully integrated native ad platform to iOS and Android app publishers in January. More information about the platform can be found on Hubbl’s website.