Ad-platform NativeX has announced the global launch of a native ad exchange designed specifically to better monetise free-to-play mobile games.

The ad exchange, billed by NativeX as the first and only mobile ad exchange built specifically for mobile games, allows users to customise native ad treatments to include signature game elements or characters.

Developers and publishers can also define specific, contextual ad formats according to the ad placement in a game.

As an example, NativeX points out a developer could offer a player an opportunity to engage with a video ad if they've just run out of virtual currency to earn more. 

The overall goal is to create ads that yield results for developers and publishers that are minimally intrusive - or even enjoyable - for players.

Global exchange

In an effort to increase global fill rates for publishers, NativeX has partnered with over 50 of the largest demand sources for both reward and non-reward ads - with specific attention paid to Asia, Europe, and North America.

Speaking on the native ad exchange, NativeX SVP and co-founder Robert Weber was optimistic about its revolutionary potential.

"The mobile game market can't fully prosper until native ad solutions mature into native monetization tools, and it's become our mission to focus on mobile game monetization to drive the market to realize its potential," Weber said.

"It is no longer just about targeting the right ad to the right user at the right time. Game developers have unique opportunities to make more money from advertising based on their in-game economies. Our NativeX ad exchange extracts maximum value from every single ad impression."

Those interested in learning more can visit NativeX's site for additional information.