PubNative Cofounder Ionut Ciobotaru on Mobile Native Advertising Platforms

James Cooper

In App Marketing. October 2, 2014

Ionut Ciobotaru
Ionut Ciobotaru, Cofounder of PubNative was interviewed by Chris Reynolds at App Promotion Summit London 2014. Pubnative is a mobile advertising platform that provides an API which allows publishers to integrate 21 different building blocks to create mobile ads which are customised into the user experience of an app or game. Ionut is a member of the ‘Hitfox Mafia’ the group of amazing mobile innovators that are emerging from Hitfox companies such as AppLift where Ionut previously worked as a product manager. We are now able to share the video and audio of the interview as well as a transcript.
Thanks to Ionut for the interesting thoughts on mobile native advertising – and it’s great to see exciting new startups like Pubnative emerging into this space.

PubNative, Cofounder, Ionut Ciobotaru on Native Mobile Advertising Platforms, Video:

PubNative, Cofounder, Ionut Ciobotaru on Native Mobile Advertising Platforms, Audio:

PubNative, Cofounder, Ionut Ciobotaru on Native Mobile Advertising Platforms, Transcript:

We are here at the App Promotion Summit 2014. We’re talking to Ionut Ciobotaru, cofounder of PubNative. Nice to see you, Ionut.
Nice to see you as well.
Firstly, could you tell us a little bit about PubNative and the services that you offer?
Yes, gladly. So PubNative is the first API based native advertising platform. It’s completely focused on mobile publishers.
There has been a lot of discussion recently about what the term native ad really means to mobile. So what would you say defines a native ad?
So there are two key points that define a native ad, at least in our view. So it’s the user experience; the ad needs to really fit the app and to look like the app and not disrupt the experience that the user already has in the app. Facebook, for example, does a great job there. That’s not the only definition of native. The second one is context, right? You need to show the content of an ad that really fits in the moment that you are in the specific app. So, for example, if you are talking to a friend about football because it’s the World Cup, then you will probably see an ad about football for Top 11 or for some other football managing game.
We have seen a lot of activity around native ads in the last six months. We have seen lots of companies releasing their own native products. Why is this? What’s so good about data?
Well, I think everybody got tired with the banners. The screen size of mobile demands a better advertising experience. I think now is the right time where people are acknowledging that a new wave is coming.
And you guys, you don’t use an SDK. Is that right?
That’s correct, yeah. So from our experience we saw that developers are, well, not so comfortable with integrating too many SDKs and I think there are already too many SDKs out there. So we are API based. So we offer the freedom to the developer.
What’s the benefit of being API based?
We don’t offer a black box of code that they have to integrate in their app, not knowing if it will crash or work. Instead we offer an API that serves them the elements to create the ads themselves. So it’s their own code, basically, using the elements that we provide.
Do you think there’s still a problem around scaling native ads while ensuring that they are still integrated into the experience of the app?
I would say that native ads are in the beginning, at the early stages, but it’s going quite nicely. App developers are very interested in native ads and switching the experience there. I think the next step is for advertisers to put the budgets in there as well.
Ionut, thank you very much.
Thank you very much as well.