The native ads “are special and so there’s no RTB capability that touches these units, which is why the human element will play a very important part here,” Conway added. In addition, even though Pinsight Media+ delivers targeted ads to Sprint users, the native ad units will not be targeted at specific mobile users.
When users click on the Discover It widget or the toolbar, Sprint doesn’t “have a relationship with you yet, or information to target you at that point,” explained Conway. Sprint only delivers targeted ads to users who opt to receive them, which they can do with other ad units, he added.
Even without offering RTB or targeting capabilities, Conway is confident the company will receive numerous requests from advertisers for its new ad units. “Sprint is doing billions of impressions a month in its normal ad business,” Conway said, “so with these native ad units, we can afford to be picky about who we let in.”
Sprint launched Pinsight Media+ last year through a partnership with the mobile ad firm Amobee. The wireless carrier then acquired Kansas City, Mo.-based app developer Handmark and its subsidiary, OneLouder Apps [where Conway was the former president], this spring, merging it with Pinsight Media+.