“Buyers are desperately looking for more premium video inventory,” Millet said. “In this context, we truly believe that the native video ad format is a good answer.”
Twitter is “well known for providing [privacy] protections and making it hard to get access to their data,” noted Sam Pfeifle, publications director at the International Association of Privacy Professionals, speaking at an IAPP event in Washington, DC, on Wednesday. And it’s a reputation Twitter is not looking to lose.
Which is why both Twitter and MoPub are treading lightly around privacy and data sharing. But one source AdExchanger spoke with was surprised at the slow pace: “We live in a world of advertising – how can you not take advantage of that great signal to allow people to have ads that are relevant to them? In that case, everyone’s happy: the consumer, the publisher and the advertiser.”
For the moment, MoPub takes advantage of the Twitter firehose and gleans interest-based signals through the Twitter Audience Platform (TAP), which changed its name from the Twitter Publisher Network in April.
MoPub, whose marketplace is used by more than 31,000 apps and sees more than 335 billion monthly ad requests on more than 1 billion unique devices, is “essentially the connection point between Twitter’s owned and operated ads and this platform of publishers,” Ameet Ranadive, Twitter’s senior director of revenue products, told AdExchanger when TAP launched in April.
But although MoPub is “very much in the fold,” it’s purposefully independent from Twitter, said McDonough, since Twitter has two audiences: consumers and advertisers.
“Yes, it’s been two years since the acquisition, but we’re still at a very early stage for the combination of MoPub plus Twitter,” she said, adding that Twitter is starting to look into leveraging the synergies – for instance by extending Twitter demand onto the MoPub exchange.
This is a good move, said Accel Partners’ Richard Wong, an early investor in MoPub before it sold to Twitter in 2013.
“Twitter’s been thoughtful about letting certain key parts of MoPub stay independent enough so it can still be the best of breed for what it does,” Wong said. “The fact that the MoPub brand still exists has helped maintain the momentum they built during their startup years.”