Mobile ad network MobFox has taken its native SDK out of beta and rolled it out to all Android and iOS developers using its platform.
The Vienna-based network, which recently announced the first native exchange for the mobile web, says it “looked at our competitor’s SDKs” when designing its own solution and managed to “simplify the integration process” on iOS and Android apps, with most beta partners able to display the new units after just a few hours of testing.
The SDK has generated some “phenomenal results” according to MobFox, with eCPMs exceeding banner ads by three to five times. The network also says advertisers are “biting our hands off” for native inventory, with fill rates in the US Europe getting close to 100%. The company adds that demand for native ad traffic is likely to increase as it opens its native ads for more RTB partners over the coming weeks.
MobFox CEO Julian Zehetmayr told us that publishers are beginning to take a “native first” approach to mobile advertising.
“From what we’ve seen until now native ads achieve significantly better performance for both Publishers and Advertisers, and a much better experience to the end user. A lot of Publishers are currently seeing native ads as a way to generate incremental revenue and standard banners will likely account for the lion’s share of mobile ad revenue for some time to come. As the new format gains in popularity, however, we expect a lot of Publishers to take a ‘native first’ approach in monetization since the end-to-end experience is just so much better.”
MobFox started testing its native product with publishers two months ago, and partnered with three demand partners to monetise inventory, saying it’s since generated more than one billion native ad impressions.
The new native SDK is available to download right now. For more information head over the publisher section on the network’s website.