Twitter’s MoPub Mobile Ad Exchange Is Now Offering Inventory Packages

Brands can segment and target inventory and reach their targeted audiences

Twitter’s MoPub mobile ad exchange strengthened its targeting options with its launch Thursday of inventory packages.

Director of product marketing, brand, video and exchange Emel Mutlu described inventory packages as collections of ad inventory with shared characteristics, enabling brands to segment and target inventory and reach their targeted audiences.

Mutlu said there are currently more than 49,000 applications live on MoPub Marketplace, and she provided more color on inventory packages in a blog post:

With inventory packages, buyers can target the exact inventory they’re looking for by choosing from a range of available packages. Packages are curated based on characteristics such as inventory type, contextual and performance data. For example, buyers can target inventory that’s new to MoPub in the past 30 days, or inventory based on performance, such as high-click-through-rate banner units. We’re launching with eight packages to start, and in the coming months, we’ll include more packages based on feedback from our partners.

According to Mutlu, inventory packages apply across the entire MoPub Marketplace and they are refreshed every 24 hours, generating billions of monthly impressions. She added that the feature’s lists are dynamic, enabling buyers to find and bid on new inventory they may not have otherwise known of, writing:

As effective targeting is critical to any digital campaign, our goal is to provide our partners with meaningful data that allows them to better reach their mobile audience. Our inventory packages solution is just one in a series of investments we’re planning to make as we double down on more data solutions for our demand partners. Over the next year, you’ll see us invest more heavily in this area, from added signals in the bid stream to private marketplace offerings and third-party partnerships.