WebProNews

Tag: MoPub

  • Twitter Adds Location Controls For Native Ads On MoPub

    Twitter announced some new location control features for creating and managing native ads with its MoPub. This is the result of an integration with technology from Namo Media.

    “MoPub’s new location control features are the first tools that lets you find the perfect mix of content and ads for your app simply and quickly,” says Twitter’s Kevin Weil . “You can now choose the position of your ads and how often an ad appears in your content stream directly in the MoPub UI. This means you can experiment with ads in new and different parts of your app and see the results on your revenue immediately, without any engineering work or waiting for user app updates. We believe this gives publishers a better opportunity to balance content with ads tailored for their app – without compromising on revenue or the user experience.”

    “We have also simplified the integration to a couple lines of code, making setting up native ads almost as simple as any standard ad format,” says Twitter’s Gabor Cselle on the MoPub blog. “Our lightweight SDK ensures that your ads are displayed in the right location and at the right time powerful caching capabilities.”

    The features are part of MoPub’s full stack platform for native ads, which lets developers work directly with advertisers and connect with them programmatically. They work with multiple native ad networks.

    MoPub opened up its native advertising offering in April. More on that here.

    Images via Twitter

  • Twitter Makes $230 Million Ad Deal With Omnicom

    Twitter Makes $230 Million Ad Deal With Omnicom

    Omnicom announced that it has entered a two-year deal with Twitter worth $230 million to integrate its programmatic ad buying network Accuen with Twitter’s MoPub exchange.

    The Wall Street Journal, which appears to have gotten an exclusive on the news, shares statements from both companies:

    “This is the first holding company agreement we’ve done on the mobile ad exchange side,” said Twitter’s president of global revenue, Adam Bain, adding, “It’s great for us because we’ll now have high-quality advertisers coming through the exchange…We haven’t made an announcement about opening up Twitter to programmatic buys, but it’s natural that we’ll do it.”

    …

    “Our agreement with Twitter reflects what we look for in a media partnership – the opportunity to deliver first-to-market benefits that impact all aspects of all Omnicom clients’ digital investments, from content to placement to measurement,“ a statement from Omnicom read.

    The news follows a similar deal Facebook made last week with Publicis, which will see Facebook data integrated into the latter’s media-mix-modeling platform while Publicis’ product will be integrated into Facebook’s recently announced ad network.

    Omnicom confirmed its announcement on Twitter.

    The company also announced today that its TBWA Worldwide network has acquired Germany agency Heimat.

    Image via Twitter

  • Twitter’s MoPub Opens Native Ads To All

    Twitter’s MoPub Opens Native Ads To All

    Twitter announced the general availability of MobPub’s programmatic native ads platform after four months of testing it with mobile app developers. Availability will begin on Wednesday.

    The platform provides advertisers with an SDK for creating customized ad units inside of apps, an ad server with full budgeting support, targeting options, integrated reporting, an ad extension to OpenRTB, frequency capping, creative management, prioritization control, and various campaign management tools.

    “Not only are native ads a significant improvement for publisher monetization in general, but users engage with these ad formats at a higher rate than the desktop-era banners and interstitials which are so prevalent in mobile apps today,” says Twitter’s Kevin Weil . “Because of this, monetization through native ads can deliver a considerably better experience for users and also a better ROI for marketers. We’re excited to fully release this native ad capability to the many thousands of publishers who are using MoPub’s monetization and app discovery platform.”

    MoPub says its exchange currently reaches over a billion iOS and Android users, and serves over 130 billion ad requests each month in standard banner formats.

    “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,” says MoPub’s Jim Payne. “Because of this, monetization through native ads can deliver a considerably better experience for users and also a better ROI for marketers.”

    SDKs can be found here for iOS and here for Android.

    Image via Twitter

  • Twitter’s MoPub Launches Native Ads For Mobile Apps

    Twitter’s MoPub Launches Native Ads For Mobile Apps

    Twitter’s MoPub has launched a new native advertising offering, calling it the “first programmatic-enabled native ads platform for mobile apps.”

    Messaging service Tango is one of the launch partners. Here’s a look:

    Native Ads

    “Native ads are one of the most talked about topics in advertising, but there has yet to be a scalable and accessible solution for mobile app developers,” says Jim Payne on the MoPub blog. “Native ads offer an opportunity to monetize your app more effectively by matching the original content’s look and feel, maintaining the same great experience for your users. Before today, publishers told us that building one-off, custom ad experiences was too resource intensive and difficult to execute to be practical.”

    “MoPub’s native ads product gives you the ability to work with direct advertisers, promote your own features and apps, and drive more revenue from one of the over ninety-five demand partners on MoPub Marketplace,” he says. “This single solution means you can provide a customized ad experience for your partners without building custom campaigns for each advertiser.”

    Twitter acquired MoPub in September, saying it would use the mobile ad exchange in its own Twitter Ads platform.

    This week, Twitter launched broad match for its own keyword targeting.

    Image: MoPub

  • Twitter Will Reportedly Launch Mobile Ad Network With MoPub Acquisition

    Last month, Twitter announced its intent to acquire mobile ad exchange MoPub. Twitter said that it plans to use the technology to build real-time bidding into the Twitter Ads platform.

    On Monday, a report from the Financial Times indicates that Twitter has even bigger plans.

    The acquisition has yet to close, but when it does, says the report, Twitter will use data about who its users follow and what they tweet about to target ads “beyond its own Promoted Tweets,” via other mobile apps and sites. The report cites “people familiar with the plans.”

    Twitter is not commenting on the story, as it is in its pre-IPO quiet period. With the IPO on the way, such a move, however, could provide a major source of revenue for the company.

    In addition to that, Twitter announced a new ad partnership with NBCUniversal last week, which opens up NBC’s clients to promoted tweets, which should help too.

    In other Twitter Ads news, the company announced that advertisers can now schedule tweets. That goes for both organic and promoted ones.

    Image: MoPub

  • Twitter Buys MoPub, Will Use It In Twitter Ads Platform

    Twitter Buys MoPub, Will Use It In Twitter Ads Platform

    Twitter announced that it has agreed to acquire mobile ad exchange MoPub.

    With MoPub, app publishers can manage their inventory and multiple sources of advertising (direct ads, house ads, ad network and real-time bidding).

    “The two major trends in the ad world right now are the rapid consumer shift toward mobile usage, and the industry shift to programmatic buying,” said Twitter VP, Revenue Product, Kevin Well. “Twitter sits at the intersection of these, and we think by bringing MoPub’s technology and team to Twitter, we can further drive these trends for the benefit of consumers, advertisers, and agencies.”

    “The MoPub team has built a leading mobile ad exchange, and their focus on providing transparency to advertisers and publishers aligns with our values,” added Well. “We’ll continue to invest in and improve their core business. In particular, we think there is a key opportunity to extend many types of native advertising across the mobile ecosystem through the MoPub exchange.”

    Twitter says it plans to use MoPub’s technology to build real-time bidding into the Twitter ads platform.

    MoPub CEO Jim Payne wrote in a blog post, “It’s important to underscore that our commitment to you, the publisher, will not change. In fact, it will be strengthened. Twitter will invest in our core business and we will continue to build the tools and technology you need to better run your mobile advertising business.”

    “In addition to investing in new capabilities for our publisher platform, we believe there are opportunities to bring better native advertising to the mobile ecosystem,” he said. “With the support of the team and resources of Twitter, we’ll be able to move even more quickly towards the realization of our original vision.”

    MoPub has about a hundred employees around the world, and the company says it serves billions of mobile ads per month.

    Terms of the deal were not disclosed, but TechCrunch says it hears the deal was around $350 million in stock.

    This follows other recent acquisitions by Twitter: Trendrr and Marakana.

    Image: MoPub