PubNative raises 7-digit funding from AppLift for native-advertising platform

By Brandy Shaul Comment

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Mobile publisher platform PubNative is focused on native mobile advertising, and it’s raised a 7-digit investment from mobile games marketing platform AppLift to continue the growth of its service. The Berlin-based PubNative is a supply-side platform that gives publishers access to over 20 advertising assets, which are used as building blocks when creating native ads. The service is accessed through an API, and does not require the integration of an SDK.

PubNative’s “building blocks” include app names, icons, screenshots and ratings, as well as customizable images (image sizes and description texts, available in more than 10 languages). Its platform offers an “eCPM maximization ad-delivery algorithm,” among other tools, to provide publishers with a one-stop-shop for monetizing their inventory via native ads.

When combined with PubNative Exchange, publishers gain access to over 300 app advertisers, with apps in a variety of genres, from games to dating and e-commerce. Publishers can also make direct deals with advertisers to cross-promote their other apps.

The PubNative platform is rounded out by context-specific and demographic-specific user targeting abilities, which ensure ads are relevant to the users seeing them.

So far, PubNative has partnered with publishers including Pinger and Happy Labs.

“PubNative has been instrumental in helping us build an effective native advertising offering,” says Olivier Rozay, VP of Business Development and Monetization at Pinger, maker of the free text and calling app Textfree. “They gave us the building components we needed to create a unique native ad unit that integrated perfectly into the Textfree messaging inbox. PubNative provides a simple, flexible solution that allowed us to maintain control over our inventory.”

More information is available on the PubNative website.