Facebook Partners with Twitter's MoPub for Native Mediation

Tim Maytom

facebook mediation mopubFacebook Audience Network has launched a new Native Partner Program for mobile mediation platforms to integrate with its mobile ad network, with launch partners including Fyber, Opera Mediaworks and Twitter-owned MoPub.

Through the partner program, app publishers using one of the approved third-party platforms will be able to access Facebook's native ad formats and tap into the large pool of brands and marketers advertising through the social network.

Facebook is thoroughly vetting and testing every partner, and has stated that it will ensure every approved mediation platform will enable mobile app publishers are able to take full advantage of its native ad formats and people-based targeting.

"Mobile app publishers are seeing tremendous success with native ads – over 83 per cent of all impressions on the Audience Network are delivered in native formats, and on average, native ads perform up to seven times better than standard banner formats," said Nik Ajagu, head of partnerships for Facebook ad technology.

"Many publishers who are monetising with native ads have existing relationships with mediation platforms to manage and optimise their ads business. Since the Audience Network supports a variety of unique native display and video formats, finding a compatible mediation partner is crucial to a publisher's success."

"As the pioneering full stack platform for native ads, we know publishers are eager to monetise with native formats," said Kate Herbert, senior director for MoPub platform and exchange services. "We're excited to partner with the Facebook Audience Network to jointly improve the native ads ecosystem."