Criteo S.A., an advertising platform for the open Internet, has announced strong results following the launch of in-app native ads with MoPub, the Twitter-owned mobile monetisation platform.
By launching this engaging ad format, which sees 4X higher clickthrough rates than banner ads, total conversions for Criteo advertisers on MoPub inventory increased 90% from Q2 2018 to Q2 2019.
In the coming months, Criteo plans to partner with MoPub to bring additional formats to advertisers via mobile in-app real-time bidding, such as video.
âMobile continues to be a major focus for Criteo, and just last year our app business grew 54% year-over-year. As we continue to invest in mobile-optimised creative formats, our relationship with MoPub is valuable to provide access to quality in-app supply,â said Marc Grabowski, EVP Global Supply, Criteo.
âMoPub provides incremental reach to eligible impressions through ad formats that complement the user experience, which enables us to increase campaign performance for our advertisers.â
For MoPubâs publisher partners, who span across a wide range of verticals and use native formats in India, Criteo values users 34% higher than the average buyer across MoPub's exchange. This demonstrates Criteoâs ability to accurately value users to reach advertisersâ full-funnel campaign objectives.
âWe can rely on Criteo to provide a consistent stream of demand from top advertisers and to deliver quality, engaging creatives, resulting in higher returns for our publishers,â said Brian Bravo, Strategic Partner Development, MoPub. âWeâre also excited to collaborate with Criteo on native ads, which complement the user experience and drive higher engagement across mobile app verticals â not just social platforms.â
As Criteo continues to see increased demand for its app offerings, it needs supply partners with a large app footprint and in-app technical expertise. MoPub engaged in custom product development to access Criteoâs demand for native ad formats, then helped high-profile publishers with significant native inventory adopt its new Software Development Kit (SDK) specifications. This allows Criteo advertisers to access premium native inventory on mobile at scale.