Mobile network Appia has announced the launch of Discovery Ads, a native ad format for publishers of mobile websites and applications that could prove quite appealing to advertisers.
The new format enables advertisers an opportunity to customize the design of their ads, and experiment with copy, calls to action, and imagery thanks to Appia's real-time optimization platform and A/B testing environment. Ultimately, that's the kind of control that Appia hopes will appeal to advertisers who are increasingly demanding greater performance for their ad spend.
"Discovery Ads represent the next generation in mobile advertising formats that we’re confident our customers will be excited to use," said Jud Bowman, CEO of Appia. "At Appia, we’re consistently looking for new ways to create the best user experience while driving further mobile monetization for both advertisers and publishers. Discovery Ads promise real-time performance insight that will create optimized mobile user acquisition."
Appia has delivered more than 65 million installs across 200 countries and is ranked #22 on the Wall Street Journal's 2012 Top 50 Venture-Backed Companies list.