This follows an announcement in December that MoPub will be testing native ads (namely, ads that are customized to resemble regular content, often appearing in an app’s content stream) with a limited set of partners. Today’s MoPub blog post quotes executives from a couple of those early partners, including Flipboard CTO Eric Feng. (That’s Flipboard in the images above.)
“MoPub’s native ads solution lets us control the whole ad experience – from setting minimum price floors and prioritizing direct advertisers over house ads to blocking certain ad categories and limiting how often a user sees a creative,” Feng said. “We have a level of transparency into what our users see, and control over how and when they see it.”
MoPub says its platform includes an SDK for creating a customized ad unit, an ad server, and an extension to the OpenRTB specification, allowing ad buyers to bid on a publisher’s native inventory.
With features like price floors, block lists, and device, location, and keyword targeting, MoPub’s Jim Payne writes that the company can offer a “fully integrated experience” that’s “onsiderably more powerful approach than simply connecting to a single demand source or native ad network.”
While the news doesn’t apply directly to ads on Twitter, the acquisition of MoPub is a way for the company to extend its advertising reach beyond Twitter itself (where units like Promoted Tweets are themselves a form of native advertising). In fact, as part of last week’s launch of ads for installing mobile apps, the company said advertisers would be able to buy campaigns that run on both Twitter and MoPub.