Germany’s Glispa launches its gNative native advertising platform

Glispa, the global performance marketing firm, is announcing today the formal launch of its gNative platform for native advertising. And Glispa says this means its clients will make more money.

Native ads are non-intrusive ads that are embedded in apps. These ads look like they’re a natural part of the app, so users are more likely to embrace them. In a game, for instance, a native ad will take the form of a pop-up that asks you if you want to spend some virtual currency to get something that you’ve used a lot in a game.

Since Berlin-based Glispa can reach more than a billion mobile users, it claims that its gNative ad platform offers the largest native cost per install (CPI) supply in the mobile industry. Nicole DeMeo announced the formal launch in an interview at our MobileBeat 2015 conference this week.

“When you look at these native ads, they don’t even look like ads,” DeMeo said. “They blend into the content.”

Back in March, e-commerce vendor Market Tech Holdings of London acquired a majority stake in Glispa for $77 million. According to eMarketer, the worldwide mobile ad market will grow to nearly $65 billion in 2015, up over 60 percent from 2014. That figure is expected to reach $158.55 billion by 2018, when mobile ads will account for 22.3 percent of all advertising spending worldwide.

Glispa plans and launches marketing campaigns on mobile devices and the web, enabling app publishers to reach a more diverse set of users across the world through performance-based ads (those where the publisher gets paid if the user takes an action like installing an app).

Glispa’s native ad clients include Zalora, Flipkart and My.com (subsidiary of Mail.Ru Group). All have seen significant increases in the number of high-quality engagements and true conversions, measured by post-install events such as in-app purchases or subscriptions.

Based on its testing, Glispa believes that its native ads can more effectively and accurately reach a billion mobile users, allowing advertisers to dramatically increase customer value through native ad placement.

In the last quarter, gNative has increased its reach from 643 million addressable mobile users to over 1 billion. It serves 400 billion monthly impressions. Glispa said it is currently delivering over 9 million quality app installs per month to advertisers, and with this current growth rate, expects to deliver a total of 100 million installs by the end of 2015.

Each transaction is optimized via Glispa’s Quality Optimization Engine (QOE), a business intelligence tool that delivers advertisers quality traffic and turns big data into valuable, actionable metrics.