Twitter acquired ad platform MoPub way back in September of last year and, after a few months of almost no fanfare, has started to announce some new features which the company hopes will become a significant source of annual revenue.
MoPub began testing the service back in December and today releases the feature to all of its publishers.
We are excited to announce the general availability of our full stack ad serving and exchange solution for native ads. Starting tomorrow, any publisher can use MoPub’s native ads platform to serve direct-sold or in-house native ads, and auction inventory on MoPub Marketplace.
We’ve learned that not only are native ads a significant improvement for publisher monetization in general, but that users engage with these ad formats at a higher rate than the desktop-era banners and interstitials that are so prevalent today in mobile. Because of this, monetization through native ads can deliver a considerably better experience for users and also a better ROI for marketers.
The MoPub exchange reaches over one billion iOS and Android users, serving more than 130 billion ad requests each month, and MoPub believes the reach for its native advertising solution is “significantly larger”.