Nearly six months after Twitter acquired ad network company MoPub, it is opening a mobile-focused native ad exchange to the public. This launch comes months after MoPub first began testing the service with a limited number of publishers.
MoPub shares that its overall ad exchange — generally standard banner ads — “reaches over one billion iOS and Android users and serves more than 130B ad requests every month.” The company adds that it believes “the opportunity of native advertising is significantly larger.”
To be clear, MoPub’s ad network is gargantuan.
This shift towards integrated ads is a pretty big deal for Twitter. Twitter, of course, claims to have been involved in native ads since it enabled the first promoted tweet.
With this launch, MoPub is attempting to introduce a new standard for native ads:
We believe that establishing an open standard for native ads will be instrumental to advertiser performance and publisher revenue. To this end, we have submitted to the IAB working group a Native Ads Extension to the OpenRTB spec.
Native ads get their own exchange on Twitter’s massive MoPub network
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