AppLift invests in SDK-less native ad platform PubNative

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Mobile game monetisation company AppLift has announced a “seven digit” investment in new native ad platform PubNative.

There’s been a raft of native ad exchanges popping-up recently, such as the offerings from InMobi, MoPub, and NativeX to name a few. However, PubNative says it stands out from the crowd as it’s the first API-based Supply Side Platform for mobile native advertising. So its SSP does not require the integration of an SDK by publishers.

This, according to PubNative’s co-founder Ionut Ciobotaru, allows for more “customizability and flexibility” when it comes native ads, as well as “advanced targeting functionalities” so that “truly native advertising can be achieved and scaled.”

PubNative’s ad creation platform features over 20 advertising building blocks, allowing publishers to create “any number of combinations for genuinely native and unique ad units.” These assets include stuff like icons, screenshots, ratings and custom images, as well as description text.

In a statement on his new investment, AppLift co-founder Kaya Tanner said:

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“The mobile advertising market has shown a clear shift towards native in the past year and this is an excellent thing for advertisers, publishers and users alike. PubNative is a great opportunity for us to invest our excess cash and support an already proven team and a cutting-edge product for native ads which will truly benefit our mobile games advertisers.”

PubNative co-founder Ionut Ciobotaru added:

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“PubNative offers publishers the building blocks to construct beautiful native ad units that fit the designs they have worked so hard to create. Our technology makes sure that publishers benefit from our eCPM optimization algorithm which uses machine-learning and predictive behavioral analytics to show the best-performing ads to a specific user.”

Competition in the native ad space is getting more and more intense and PubNative will no doubt be hoping its SDK-less solution will help give it the edge. The company is already partnering with app publishers such as Tango, Pinger and Happy Labs. For more information head over to the website.