Four months after first introducing support for native advertising, Twitter’s mobile exchange MoPub is pitching the solution to all publishers. Consisting of an native ads SDK, a publisher-side ad server, and an RTB extension, the MoPub native product is a “a complete solution for direct sold and exchange traded native ads, delivering the same control […]
Twitter, as rumored, is developing an ad product specifically designed for app installs. On Thursday, Twitter acknowledged the existence of the mobile app promotion suite, the first product that connects Twitter with the mobile ad exchange it inherited when it acquired MoPub last September. Advertisers shouldn’t try to jump on board quite yet, however: The […]
By Judith Aquino and Zach Rodgers Twitter unveiled a native ad offering for app publishers on Thursday, courtesy of its MoPub mobile exchange subsidiary. Read the blog post. While not new, the idea of “programmatic” native ads in mobile raises some interesting possibilities, agency execs told AdExchanger. Most of those possibilities hinge on Twitter’s willingness […]
Mobile advertising exchange Nexage has become one of the largest independent mobile ad exchanges following Twitter’s decision to snap up its competitor, MoPub. As competition in the mobile ad space continues to heat up, it remains to be seen what Nexage’s next steps will be. AdExchanger spoke with Nexage CEO Ernie Cormier about the company’s […]
It’s been a big year for mobile ad exchange MoPub. The 3-year-old company opened new offices in London, Singapore and New York, reached a revenue run rate of $100 million and was acquired by Twitter. In its first New York City conference today, CEO Jim Payne sat down with talk show host Charlie Rose (who […]
This year’s third quarter was marked by a lot of activity in the mobile ad space — several startups specializing in ad targeting, optimization, distribution and other services were snapped up, such as MoPub, JumpTap, Ad-X and EveryScreen Media. Marketers also continued to explore programmatic buying in mobile and saw Apple’s new iOS 7 drive […]
In Facebook’s last earnings call, Sheryl Sandberg surprised some by saying the Facebook Exchange “is actually a very small part of our business.” That may be changing, as the company pushes more ad space into its RTB marketplace — and there are signs mobile News Feed inventory is waiting in the programmatic wings. “We believe FBX […]
Twitter’s acquisition of mobile supply-side platform MoPub this week could pave the way for more activity and something close to standard business models in the nascent mobile exchange space. Established desktop exchange players like the Rubicon Project and PubMatic, which have expansive networks on the sell side, have struggled to retrofit their existing platforms to […]
Twitter’s acquisition of mobile ad exchange MoPub came within two weeks of its acquisition of social TV analytics Trendrr and the wide release of lead-generation cards. These staccato moves, according to one Twitter Ads API partner company, are exactly what Twitter needs to counter Facebook’s aggressive pipeline of ad products. “They’re doing a nice job […]
Twitter’s acquisition of mobile ad exchange MoPub adds a new layer to its strategy. In addition to selling native ad units, Twitter will become a seller of standardized mobile ads as well — perhaps with its own user data thrown into the mix. “Buying MoPub reclassifies Twitter beyond a social platform, or even a broadcast […]
Buying MoPub does a few things for Twitter, potentially. It adds $100 million in 2013 revenue to Twitter’s income statement in the months leading up to a probable IPO. It creates an opportunity to monetize Twitter’s valuable data “off-platform” through an internally run mobile exchange. This could work by creating BlueKai-like data segments that would […]
Twitter has acquired MoPub, which provides ad management services to thousands of mobile publishers. The move gives Twitter considerable advertising reach in mobile, including real-time bidding inventory through MoPub’s Marketplace mobile ad exchange. Kevin Weil, Twitter’s VP of Product for Revenue, wrote in a blog post: “The two major trends in the ad world right […]
In the second quarter of 2013, marketers maintained the momentum from the end of Q1. In AdExchanger’s Q2 mobile roundup, mobile ad networks and companies saw that rich media and in-app ads continued to drive expansion in the mobile RTB space. Mobile ad exchange MoPub saw advertisers continuing to adopt programmatic buying at increasing rates. […]
After a strong 2012 holiday season for mobile advertising, marketers took a step back in the beginning of 2013, then charged ahead again toward the end of the first quarter. In AdExchanger’s third quarterly mobile roundup, mobile ad networks and companies found that rich media, targeting and the rise of tablets drove expansion in the […]
Mobile advertising is on the rise and, looking at reports from the third quarter 2012, the use of mobile real-time bidding by buyers and publishers is also growing. Market intelligence firm IDC predicts that mobile advertising will reach $8 billion globally in 2012, jumping to $14.2 billion by 2014. Looking just at the U.S., market […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Paul Gelb, Head of Strategy at MoPub. Apple’s new Identifier for Advertising (IFA or IDFA) was not mentioned during last month’s launch events for iOS 6 and iPhone […]
