Publishers using the SDK for RTB sales can leverage MoPub's usual price floor and block list features to prevent certain ads and advertisers from appearing.
The development is the latest step in a mobile arms race of sorts between Twitter and Facebook, which is expected to introduce a scaled mobile ad network to extend audience buys to other publishers and apps. And it comes one week after Twitter formalized its offering in the lucrative mobile app install space.
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."
Judith Aquino contributed.