NativeX is an organization which has developed a leading monetization platform for the new app economy. The company from the US has released their new ad exchange system focused on free-to-play games. The new system allows for better monetization by app developers of mobile game solutions.
The main reason behind the development of the new system was to establish an increase in ad revenue for both reward-based and non-reward-based ad campaigns, across video ads and interstitials, among others. NativeX allows developers to have more control over the ads, such as being able to create their own contextual ad formats. This allows better ad placement within the user flow and design of the mobile game.
More ad placement freedom
According to insiders, about 65% of the space for the ad is under the control of the developer while 35% is dedicated to the advertiser. This is a huge amount allowing a lot more freedom to app developers adding own game elements and characters to these native ads, and targeting users based on specific triggers.
There are many ways these changes could positively influence the app development. For games based on having lives, an example of the new implementation could be that users are prompted to view an ad for free lives, rather than waiting for them to recharge automatically over time, or even asking the player to purchase the lives with real money.
Innovations within in-game advertising
One of the main goals for NativeX is the development of innovation within the in-game advertising world. The improvement of click-through rates and higher CPMs are also really important. Changes are requested in a market which constantly evolves and adjusts to allow for new interesting game ideas and user behavior. NativeX wants to move beyond standard display ads with more targeted and effective ads. Where interstitial ads might get $2 CPMs on mobile, native ads such as the kind being created by NativeX could easily hit $10 CPMs, according to the American company.
Native advertising is the future. These new types of ads allow testing against each other to determine the most effective option for player engagement and increased revenue going forward. With Native ads you are no longer targeting the right ad to the right user at the right time. The importance of in-game economies is becoming more significant. This is where NativeX believes they can make a difference.
The NativeX story started in 2000 and since then the company has partnered with more than fifty of the largest demand sources to increase global fill rates for publishers. The company’s customers reach more than 105 million monthly active users across iOS and Android. And NativeX’s mobile business grew more than 350% in the past year. The company has 165 employees and works on establishing new partnerships specifically targeted at the Asian, European and North American markets.