Although there are other mediation solutions out there, including some really enormous ones like Twitter’s MoPub and Google’s AdMob, native is only a component of what they provide, rather than the whole kit and caboodle.
There’s a need in the market for a programmatic mediation platform specifically attuned to native, said Avocarrot co-founder Conno Christou.
“It’s a killer combination because mediation is key, but there’s a lack of native supply and demand,” Christou said. “Although supply is getting better, demand is still lagging and fill rates for native are lower than banners. Mediation lets them optimize that.”
More and more app publishers are also gravitating toward native because it’s a way to monetize without hurting the experience.
“It’s a user-centric channel, which makes it a healthier channel for advertisers,” Christou said.
Which is why more mobile money is going native. Native ads will comprise more than 63.2% of global mobile display advertising by 2020, hitting around $53 billion, according to a report from Facebook and research firm IHS in April.
For the moment, Avocarrot will continue on as a separate entity under Glispa, but once the tech is integrated the Avocarrot brand will go away and clients will access the offering, along with the rest of Ampiri, through a single interface.
All of Avocarrot’s 18 employees will join Glispa, bringing the latter’s overall headcount to almost 270. Avocarrot will keep its existing offices in Athens and San Francisco.