By David Murphy
Programmatic ad tech firm Rubicon Project has launched its Mobile Native Ad Server, in partnership with InMobi. The Native Ad Server enables premium publishers and app developers to deliver direct-sold and in-house native advertising campaigns alongside their indirect deals.
The Mobile Native Ad Server makes its debut in sync with the new OpenRTB 2.3 specification for native ads, which was co-authored by Dr. Neal Richter, chief scientist at Rubicon Project. The specification enables sellers to serve native campaigns programmatically, delivering brand content that is seamlessly integrated into their in-app user experience.
“We’re marrying the efficiency and targeting of automation with the engagement and performance of native formats – a win for buyers, sellers and consumers alike,” said Joe Prusz, Rubicon Project’s head of mobile.
Source:: Mobile App News