April 22 (Bloomberg) -- Twitter Inc. 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.”
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