Twitter said, "We’ve learned that not only are native ads a significant improvement for publisher monetization in general, but that users engage with these ad formats at a higher rate than the desktop-era banners and interstitials that are so prevalent today in mobile. Because of this, monetization through native ads can deliver a considerably better experience for users and also a better ROI for marketers."
For agencies, the prospect of native advertising traded in an exchange environment is not new – OpenX, TripleLift, and Bidtellect are among the companies making moves -- but an offering from a major social platform is exciting in light of the data such companies can bring to bear.
"Native in an in-stream placement is not new. The data [angle] is more interesting because it’s Twitter," said JiYoung Kim, SVP for strategy and new solutions with Ansible Mobile when the MoPub native offering was first introduced. "MoPub lets them offer marketers a chance to respond in the moment. The reason we participate in Twitter is to be part of that moment."