Rubicon Project has launched a Mobile Native Ad Server aimed at premium publishers and app developers looking to boost sponsored content revenue on smartphones and tablets.
The Mobile Native Ad Server works as a “supply side” platform, giving publishers and app developers more control over the sale and placement of native ads in apps, including premium and in-house native ad campaigns.
Rubicon’s Mobile Native Ad Server makes its entry along with the new OpenRTB 2.3 specification directed towards native ads.
InMobi and Rubicon originally launched the InMobi Exchange for programmatic buying and selling of mobile native ads in apps back in May 2014. However, Rubicon’s moves to enable more direct buying is a relatively recent development.
“We are thrilled to be working with Rubicon Project to provide app developers around the world with a complete end-to-end supply-side solution for in-app native advertising,” said Anne Frisbie, Vice President and General Manager, Global Alliances, InMobi. “This will accelerate the adoption of native ads by premium publishers and thereby improve the consumer experience of mobile advertising overall.”
“The OpenRTB Spec makes it easy for brands to get involved in native advertising,” said Greg Woock, Co-Founder & CEO, Pinger. “Developers can combine creative native units with their apps’ unique attributes to create more compelling experiences for consumers.”
“For many campaigns, we have seen mobile native programmatic ads increase performance by a factor or two to five,” added Emily Del Greco, Vice President of Sales at Adelphic. “Native ads capitalize on the limited real estate of mobile. Bringing more of this inventory into the market greatly benefits brands and publishers.”
“We’re marrying the efficiency and targeting of automation with the engagement and performance of native formats – a win for buyers, sellers and consumers alike,” said Joe Prusz, Head of Mobile, Rubicon Project. “Combined with our Orders platform for Guaranteed and Non-Guaranteed deals, we’re giving buyers the easy button for Mobile.”