Monetization and user acquisition provider W3i today announced that it has rebranded the company, changing its name to NativeX.
The company’s name change comes alongside its other announcement, pivoting the business to providing native ad units for its customers, a form of in-app advertising where publishers can integrate ads into their mobile game or app itself. NativeX claims its native ad units from its new NativeX Platform out-perform “standard” display ads by 150 percent, often doubling or tripling revenue for app developers.
W3i also announced that game industry veteran and founder of Electronics Arts and Digital Chocolate, Trip Hawks, will be joining the company as a senior advisor to its board of directors. Hawkins stepped down in May 2012 from his last position as CEO of Digital Chocolate. NativeX also revealed that its business grew more than threefold in the last year, and it opened a San Francisco office, expanding the staff of the entire company to 165.
“Native advertising is the future, and I am thrilled to get involved with this forward-thinking company,” Hawkins said in a statement. “Every major publisher on mobile and web has their eye on native advertising right now. NativeX is proving that we as an industry can do better than banner ads.”
Developers can learn more about NativeX’s native ad platform here. NativeX will also be present for mobile game developers to check out at the 2013 Game Developers Conference.