Mobile ad tech firm Inneractive has launched its Story 2.0 mobile RTB native ad solution. The company said Story was created to empower mobile publishers to maximize the full potential of their properties by creating new, incremental native ad inventory that optimizes user experience and benefits from higher CPM rates customary with native and video ads. For marketers, it said the new and enhanced native units offer an engaging, more personalized way to tell their story in the mobile environment.

The new iteration of Story adds a display ad unit to the existing video ad unit, and also comes with additional components for the native ad unit, including icon, title, description and call-to action. It also promises an increased fill rate for native requests via the ability to convert regular display and video units to native units in real time; and the addition of a number of new native-specific demand partners. It is also available for more publishers thanks to the addition of support for server API integration.

Inneractive has seen substantial growth over the last year, posting a 160 per cent increase in net revenue from the first half of 2014 to the first half of 2015. RTB revenue is up 230 per cent year-on-year and now represents approximately 40 per cent of the company’s revenues. Video now comprises almost 15 per cent of the companys revenues, up from 7 per cent in 2014.

“At a time when two thirds of digital ad buyers worldwide indicated they are running or planning to run mobile native ad campaigns, Inneractive is primed to help premium publishers capitalize on the increased CPMs that come with native and now in a mobile RTB native video format,” said Offer Yehudai, Inneractive president and co-founder. “Our explosive growth in the past year, especially with RTB and video, is evidence that the combination of mobile, video and native in an RTB environment will change the way we look at advertising on mobile forever.”