Twitter Says Native Ads on Mobile Available to All Publishers

Twitter Inc. (TWTR) said its service to help sell native advertisements on mobile applications will be available to all publishers starting tomorrow.

Twitter began testing native ads with a small set of publishers in December, the San Francisco-based microblogging company said today in a blog post. The ads are dubbed native because they would blend into the content around them, making them seem like a part of the app.

Twitter is broadening advertising across the mobile Internet after acquiring MoPub Inc., a mobile ads exchange, in October for about $350 million in stock. With the MoPub product, marketers put in text and graphics and ad publishers can display them in a format that looks like it belongs in the app.

“We’ve learned that not only are native ads a significant improvement for publisher monetization in general, but that users engage with these ad formats at a higher rate,” MoPub founder Jim Payne wrote in the blog post. “Because of this, monetization through native ads can deliver a considerably better experience for users and also a better ROI for marketers.”

To contact the reporter on this story: Sarah Rabil in New York at srabil@bloomberg.net

To contact the editors responsible for this story: Sarah Rabil at srabil@bloomberg.net Crayton Harrison

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