Dive Brief:

• Twitter on Wednesday launched the MoPub native ad platform.
• Twitter acquired the mobile ad exchange in September and has been testing out the new platform since December. 
• The platform gives app developers a product for creating native ads for their own apps, distributing those campaigns into native inventory, and an extending into OpenRTB, which allows publishers to bid on native ad units. 

Dive Insight: 

Twitter has long been invested in native ads with its Promoted Tweets product, so the MoPub platform is a natural extension of that. The launch of this native ad platform will be particularly interesting to watch because of Twitter's already heavy user base in mobile. Twitter may have an advantage to other platforms because of its long-held position in both successful native ads and its presence in mobile.