Dive Brief: 

• Ad tech firms Rubicon Project and InMobi has joined forces to create what they hope will be the world's third-largest mobile exchange, competing with Google and Twitter. 
• The ad exchange will be restricted to mobile native ads that run in-stream and will not allow banner ads. 
• InMobi CEO Naveen Tewari claims the new exchange will "democratize native advertising, which has been kept in the walls of large players, like Facebook, Twitter and Google."

Dive Insight: 

Any new blood or competition that butts up against giant firms like Google and Twitter is good for the industry as a whole. It certainly seems like native ads are going to exterminate banner ads on mobile sometime in the future anyway, so Rubicon and InMobi may save themselves some headaches and hard work by avoiding banners altogether.