Criteo, MoPub see 90% jump in conversions with in-app native ads

Ad-tech firm Criteo saw click-through rates (CTRs) for in-app native advertising on MoPub, the Twitter-owned mobile monetization platform, that were four times greater than for banner ads, per an announcement. Total conversions for Criteo advertisers on MoPub inventory jumped 90% in Q2 2019 from the prior year. MoPub's publisher partners generated a cost-per-impression (CPI) from Criteo that was 45% higher than the average for programmatic ad exchanges. Criteo's app business grew 54% in the past year, said the company's EVP of global supply Marc Grabowski. Criteo plans to work with MoPub to scale upward and provide more formats, including video, to advertisers through real-time in-app bidding in the coming months, per the announcement.

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