PubNative Announces Mobile Native Adaptor for Programmatic Demand


PubNative, the Berlin-headquartered native Supply Side Platform, today announced that it has launched the world’s first mobile native adaptor for all types of demand sources, enabling all mobile ad networks and demand-side platforms to access native inventory. Additionally, PubNative officially announced former Motility Ads general manager Eddie de Guia as co-founder and managing director, guiding the strategic direction of the company as it continues to experience rapid growth and advance at the forefront of innovation in the mobile native space.

“Today, more than 90 percent of mobile demand does not support native formats,” said Ionut Ciobotaru, PubNative co-founder. “Our technology tackles this challenge by enabling all programmatic demand sources to effortlessly access native inventory. At the same time, publishers profit from a wider range of diversified and relevant demand for their native ad units, thereby increasing ad relevancy as well as eCPMs.”

PubNative’s mobile native adaptor technology uses both information retrieved from app stores and additional customized creatives to enrich the campaigns and tailor them into ad units that fit the look and feel of their publishing estate. With this technology, PubNative becomes the first mobile supply-side platform to combine fully customized ad units through an API with scalable programmatic demand, including video. The technology fully supports the native specifications of the IAB’s OpenRTB v2.3, while also enabling any demand source not yet on the standard to access native inventory.

Elad Natanson, founder of app distribution platform Appnext, confirmed: “PubNative’s adaptor technology allows our advertisers to extend their global distribution by seamlessly enriching their campaigns with the necessary assets to access wider premium mobile native inventory.

In related news, PubNative announced Eddie de Guia as co-founder and managing director. De Guia brings more than 10 years of experience in the ad tech industry; he has held leadership roles at various ad-tech companies and currently sits on the board of the Mobile Marketing Association. He was most recently co-founder and general manager at Motility Ads, acquired by Freenet. De Guia complements Ciobotaru’s product vision with further industry expertise, strong business acumen and extensive management experience, which he will contribute to the growth of the company.

“In less than six months, PubNative’s technology is already setting the standards regarding mobile native advertising and is clearly ahead of the curve,” DeGuia said. “I’m very excited to be part of its fast-moving, innovative and fun team.”


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