Native ads inventory grows 8X

Monday, August 17, 2015
By: Elain Szu

Over the past year, we’ve seen tremendous growth in the popularity of native ads among MoPub publishers. Not only are these publishers adopting this user-friendly format with their direct advertiser partners, but they’re also using our mediation solution to maximize their native ad revenue from multiple ad networks.

As of June 2015, there are now over 8x the number of apps in the MoPub Marketplace using native ads compared to the previous year.

Native Momentum_Apps

June 2015 vs June 2014: Number of apps on MoPub Marketplace with native ads

Publishers using MoPub Marketplace for native advertising are seeing tangible results. In fact, from June 2014 – June 2015, these publishers saw a dramatic 73% increase in eCPMs for native ads. Publishers have been able to achieve this success with MoPub’s easy integration, unique location controls , and full stack solution, which enable them to optimize their native ad inventory, while maintaining a high-quality user experience.

Native Momentum_eCPM v2

June 2015 vs June 2014: Native ad eCPMs increased by 73%

Just as publishers have increasingly adopted native into their business, demand buyers on MoPub Marketplace have also proven that native ads inventory can be bought at scale — and yield even better performance for marketers. With more than twice as many DSPs buying native ads inventory and almost five times the amount of spend as of last June, it’s clear native ads have become much more than a niche ad format.

Native Momentum_Spend_DSP Combo

MoPub publishers saw nearly 5x the spend from DSPs on native ads in June 2015 vs. 2014.  Over the same period, the number of demand partners buying native ads also multiplied by 2.2 times.

For example, demand side platform Liftoff saw dramatic improvements in performance and scale when buying native inventory on MoPub Marketplace for their client SeatGeek:

“MoPub Native Ads proved to be the best solution for an advertising partner like SeatGeek because of the amount of scale they provide for this type of ad unit. Delivering quality performance and achieving brand/performance results through these kinds of well-matched partnerships is a win for everyone involved.”

­­-Mark Ellis, CEO, Liftoff

See Liftoff’s case study to learn more about their results with buying native ads inventory on MoPub.

For more information about MoPub’s native ads, contact us at nativeads@twitter.com , or create an account to get started today.

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