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.