PubNative GmbH

About PubNative GmbH

PubNative GmbH operates as a mobile supply-side platform (SSP) and programmatic ad exchange, positioned within the ad-tech sector. The company was established in Berlin, Germany, in 2014 by Ionut Ciobotaru and Eddie de Guia. Initially, PubNative was a spin-off project from the mobile marketing platform Applift, where Ciobotaru was the Head of Product. His background includes entrepreneurial ventures in e-commerce and performance marketing, along with collaborations with major tech and telecom brands before he moved into the mobile advertising space.

The firm's business model centers on providing monetization solutions for mobile application publishers. It enables these developers to integrate advertising into their apps and maximize revenue from programmatic sources. The company generates revenue by facilitating these ad transactions on its exchange. Initially focused exclusively on native advertising formats delivered via an API, the company expanded its offerings to include all major ad formats like display and video to provide a more comprehensive solution. Clients have included notable apps such as Viber, Tango, and askFm.

PubNative's core technology is a mobile monetization platform that gives publishers access to a programmatic exchange with a large number of global demand partners. A key feature is its yield optimization algorithm, which utilizes machine learning to enhance publisher revenue. In 2018, the company launched its HyBid solution, a system that combines traditional ad serving with in-app bidding technology, allowing for simultaneous auctions to boost revenues. Publishers can integrate with the platform through various methods, including API, SDK, JavaScript, and adapters, to suit different technical requirements.

A significant milestone in the company's history was its acquisition by Media and Games Invest (MGI) in June 2019, which provided greater access to the international gaming publisher market. In 2020, PubNative, along with Applift and Verve, were unified under the Verve Group brand to consolidate their position in the mobile marketing industry, with Ciobotaru taking the role of Chief Product Officer for the new entity. The platform is now known as the Performance+ Marketplace within Verve Group.