Open internet advertising platform Criteo has been reaping the benefits of a partnership with Twitter-owned mobile monetization platform MoPub after seeing conversions for its advertisers jump 90% year-on-year for this inventory.
This has been attributed to growing rates of engagement which have seen clickthrough rates quadruple versus standard banner ads, prompting plans to deepen the partnership by bringing additional formats to advertisers such as video.
Marc Grabowski, EVP global supply, Criteo, commented: "Mobile continues to be a major focus for Criteo, and just last year our app business grew 54% year-over-year. As we continue to invest in mobile-optimized creative formats, our relationship with MoPub is valuable to provide access to quality in-app supply. MoPub provides incremental reach to eligible impressions through ad formats that complement the user experience, which enables us to increase campaign performance for our advertisers."
Brian Bravo, strategic partner development at MoPub, added: "We can rely on Criteo to provide a consistent stream of demand from top advertisers and to deliver quality, engaging creatives, resulting in higher returns for our publishers. We're also excited to collaborate with Criteo on native ads, which complement the user experience and drive higher engagement across mobile app verticals — not just social platforms."
The cost per impression for publisher partners on Criteo is 45% higher than the average rate across MoPub’s exchange, reflecting Criteo’s uncanny ability to precisely value individual users to meet advertisers’ campaign objectives.
Criteo embarked on a strategic shift toward acquisitions and in-app back in late 2017 to target future growth.