PubNative, the mobile monetisation platform, just launched a solution that promises to boost 35% performance lift in monetisation for publishers. HyBid allows app developers enhanced control over their advertising decisions by enabling multiple buyers to compete in auctions. The technology uses server-side exchange bidding and in-app pre-bidding to segment valuable impressions and serve them to the most competitive buyer.
This is called parallel auction, when publishers receive bids in real time before the server makes an ad call. By creating a more competitive auction, the process may boost both transparency and efficiency. At the same time, publishers get to monetise various creative formats.
“Together with PubNative, we are able to efficiently buy audiences across dozens of fully transparent apps,” says Rubicon Project’s vice president of North America Sales, Mike Chevalier. “Through our collaboration, we have further refined our focus on delivering engaging, interactive, advertising experiences to relevant users without any format restrictions.”
In addition, the solution addresses issues such as ad fraud and brand safety by providing a more transparent bidding process.
“PubNative’s hybrid solution is a necessary shift to a more level playing field where buyers no longer bid in the dark, competing on 100 percent of the impression opportunities available and only bidding if it matches their desired audience,” added Ionut Ciobotaru, chief executive officer of PubNative.
“The technology also helps publishers understand the value of their inventory and deliver high-quality content experiences for their users. HyBid is a crucial step toward democratizing the advertising technology industry by opening up media access to all potential buyers instead of a preferred few. I’m confident that the improved transparency will encourage more brand advertisers to invest in mobile, which in turn will push more revenue through the entire ecosystem. It’s truly a win-win for everyone.”
Early clients of the technology include TextNow, Rubicon Project, Ipnos Software, MobiMagic, and OpenX,