Native ads have become prevalent in the online space in the last one year. We have begun to notice it on all popular sites where ad is a chief source of revenue. Native Ads are present on popular social media and forum sites in the form of Sponsored Stories on Facebook, Promoted Tweets on Twitter, Video Ads on YouTube, StumbleUpon’s Paid Discovery and Sponsored in Quora. We noticed Google initiating it quite a few years back by showing ads within publisher content. The advertisers ensure that the ad is mentioned as “Sponsored”. Google displays the text “Ads from Google”, so as not to misguide the users/consumers, and not displaying those words is a violation of the Google policy. Offline media like newspapers have had advertorials for decades now. (Advertorials are paid placements attempting to look like an article).


Native ads

Wikipedia’s definition – Native advertising is an online advertising method in which the advertiser is providing advertisements with the same user experience as the publisher’s content. The word native is used to refer to the formatting of the advertising materials to make them appear more consistent with other media in the recipient’s universe.


Ads specifically on online or mobile media are known to be intrusive to the user experience and ‘Native ad’ is a sincere effort made by the app developer/publisher with the support of the advertiser to make ads least intrusive.

Most of the ad campaigns run by advertisers are CPC campaigns. Advertisers are looking for some action on the ads in order to pay the publishers. Clicks are the least engaging ad formats as against other engagements like downloading and installing apps, playing on an animated ad, viewing a video for a couple of seconds and so on. The click through rates (CTRs) on banner ads have dropped to about 0.1%. Advertisers are getting way fewer clicks and publishers’ revenues have dipped.

This has happened because consumers have learnt to consume free content by ignoring ads and the typical ad slots. This is called ‘banner-blindness’. Banner ads are now standardized, so they look the same on every single site. It makes it easy to ignore ads even if they are relevant and well-targeted.


What’s special about Native ads?

  • They look like one among the publisher’s content and they fit right in to it. Since users are actively reading the content, they are more likely to read the ad.
  • The look-and-feel required for a native ad is different across sites or apps, so users are unable to learn to ignore ads.

These result in Native ads having higher CTRs. There is tremendous excitement in the digital publishing world around native advertising and a lot of monies are being spent on research to blend ads with the digital content (which are now called as Native ads).


Here are some research results on native ads from Forbes:

  • Users are 25% more likely to look at a native ad than they were at a banner, and look at the ads 53% more frequently.
  • They check them out 4.1 times per session on average, versus 2.7% for banners.
  • Participants in a research have also said they were considerably more likely to share a native ad with others (32% versus 19%) and showed 18% more purchase intent after viewing them.

Users have adapted to these kinds of ads as well. Popular sites like FB and Twitter have native ads and the sites have millions of users using these non-intrusive ads.

From the perspective of the advertisers, accidental clicks are reduced – Genuine clicks are received by users who read the content and then engage with the ad. Advertisers don’t have to spend creative efforts to develop ads. It’s the publishers who customize the ads according to their content.

Adiquity as an ad network platform has simplified this task of creating native ads. Publishers can choose the look and feel of the ad being displayed on their site.


We are working on a beta release for this solution. If you are an app developer or publisher interested in getting started with Native ads on your app or site, kindly send an email to with subject “Interested in Native Ads”. We would love to get you started. Stay connected with us and read our newsletters. We have more app developer monetization solutions coming your way.

09 Oct 2013

Congratulations on your new Android app!!

It must be a result of a lot of passion and hard work. Like they say you must be “On cloud nine”, but, it’s a feeling which is much more than that. Very soon, you will begin to look for ways to promote your app and get more users to use your app.

You will immediately thereafter think about making monies from your apps. Adiquity is here to help you monetize your mobile apps from the proven business model that is Advertisements. Ads have been accepted by consumers of digital and non-digital content. Google, Facebook and Twitter are some of the successful organizations on digital that went on to make revenue once they adopted advertisements as part of their business strategy to generate revenue.

Advertisements have evolved in to a billion dollar industry with its own eco-system and stakeholders. For any industry to become successful the way advertising industry has become requires every stakeholder to be equally satisfied. The objectives of the different stakeholders should be met. Looking at the evolution of ads on whether online or mobile content, it has gone through a transition; from being advertiser focused to being able to accommodate and satisfy every stakeholders needs. One of the biggest key stakeholders in this eco-system are app developers like you who are putting in hours of effort to generate valuable tools that satisfy different needs of mankind.

Adiquity is at the centre of this eco-system trying to grow the advertising industry and make things fruitful for the different stakeholders. In our earnest attempt at helping you be a part of this eco-system is a product that is designed to reduce your efforts in every way. If you thought Google developed Android and kept it simple to develop an app, so, did we in helping you monetize those Android apps using advertisements.

We bring to you Adiquity Ads ‘N’velope, our simple and easy sdk integration mechanism to get started with ads in a few moments. If you have a login to the Adiquity platform. You will only have to register your app,

  • Download our Ads ‘N’velope,
  • Provide license details about your app and
  • Run the code compilation command again.

Voila!!! You have begun your ad monetization with ads that are not meant to be intrusive and increase user engagement. If you have gone through the pains of integrating an sdk earlier and had trouble selecting the kind of ads that needed to be shown and the various other things that you thought were stressful, then, don’t bother worrying about them with Ads ‘N’velope.

It’s a result of our many hours of research on the best ads that can show to improve YOUR users experience and in parallel help you generate those monies which are a result of your app development. If you have some experience in measuring the success of ads on your apps, then, the metrics remain the same. An estimated increase of 5 times in your CTR’s when compared to ads shown inside the apps.

With Ads ‘N’velope, we show

  1. pre-app ads – before your app is loading
  2. post-app ads – when your app is exiting

What’s best is that when the user is launching your app, he doesn’t get to notice that your app is loading in the background because he is busy and engaged with ads. The user is given the option to skip or close the ad after your app is loaded. Same holds true when the app is exiting. If user experience intrusion was a reason for not showing ads on your apps, well, we have solved it for you.

The integrity of your compiled app remains the same. You don’t modify any piece of code. It’s like adding a final cherry on to the cake that you have carefully prepared.

Visit our wiki page to know the contents of the Ads ‘N’velope and the licensing details that you need to provide.

25 Jul 2013

AdIQuity launches its latest product “AppNow”, a free one click solution to convert any WAP site into an Android app.

This is a great opportunity for mobile site owners to make their content available on Android app. AppNow tool creates an Android App version of your wapsite at NO COST. With the help of new android app, mobile site publishers will be able to retain existing users and attract several new users on board. In addition to this, the app comes with pre-monetized bundle of AdIQuity ads that will help generate higher returns for ZERO EFFORTS. To summarize, you can get an Android app version of your mobile site within few seconds which will generate additional revenue.

Once the app is created at AppNow, you can upload it on Google play store. Read here on how to create Google apps account and upload your apps >>

Users inclined to visit app stores can conveniently search, download and install your app. The installed app will remain on their device enabling quick access to your content. On the other hand, consumers will be able to receive similar content as on your wap site. This will save them from hassles of remembering the wap site URL or repeated visits to Google search in order to locate your URL.

Read our blog on how consumer preferences are moving from Wap to App and Why you should get an Android App >>

Publishers registered with AdIQuity can convert their mobile site into downloadable Android app with just one click. We also give you the privilege of distributing the app to your desired app store and configuring ad slots in the app.AdIQuity offers 95% fill rates from its 100+ ad sources across the world ensuring high revenue generation for its publisher.

Please contact for any help in generating your app and for further distribution and promotional offers.

22 May 2013

Growth in the number of handheld devices has led to an increasing interest by marketers to tap into this opportunity.

Mobile due to its personal nature and mobility has created a deep interest and set great expectations from the marketers.Mobile marketing derives a lot of its basics from online marketing. For a long time, digital marketing comprised of both online and mobile marketing. The term is conveniently used by many even now. But, with the evolution of mobile and renewed expectations from the mobile medium, mobile specific strategies for marketing have evolved.

Yet, there is still a lag in interest and spending in mobile marketing because many marketers still focus much of their budgets on successful and measurable parameters and therefore look for performance campaigns like CPL, CPD or CPA.

For mobile marketing to be effective, it needs to be relevant and bring value to the consumers. Whether it is promotions, informative or discounts, ads must not deviate from the user experience and rather become a part of it. Several technologies are being experimented with to keep pace with these expectations. The relevancy of marketing communication to the consumers is being regarded highly and marketers are looking at experiential marketing as the golden key.

Several studies on mobile marketing have indicated that geography and context are the most suited and used targeting tactics for higher ROI’s.

As previously addressed, value of an ad to a consumer directly attributes to relevancy and that is a function of location at that moment, the activity that is being performed and the intention of future action. The higher the ad content scores on these dimensions the more relevant the content becomes to the individual and the less it becomes to the masses. Location targeted content is consumed by people or entities that are located within a well defined area, generally the area of a neighbourhood or city.

Wiki defines location based targeting as information oriented around a well defined community with its primary focus directed toward the concerns of its residents.

However, this can result in very few impressions being served because there may not be that many addressable mobile devices entering such a narrowly defined area. It makes more sense to target slightly larger areas by broadening the scope of the campaigns. The most successful campaigns have broader locations targeted.

On the inventory side, the past year has seen a significant increase in the volume of location based inventory. This increase is being driven by publishers who are sharing this information with the consent of the consumers. Publishers are adding more location based mobile ad inventory to benefit from the higher rates attributed by the advertisers. It is a win-win situation to all the stakeholders in the ecosystem.Smart marketers are leading the way, as one of three dollars spent on mobile advertising now goes to location-targeted advertisements. That number is set to grow to nearly one-half by 2017, according to BIA/Kelsey.Weather apps like Accuweather have expressed a significant increase in traffic owing to the consumers sharing location information.

Latitude and longitude data is the most precise data for hyper local targeting. This data is gathered when consumers opt-in to provide their GPS coordinates and is the best source for targeting down to a several block radius.

AdIQuity has newly introduced Geo Sense. a feature to enhance advertiser targeting options through geo-locale specific targeting. It is a combination of radial targeting, geo-fencing, and the ability to select cities, states and a combination of these.
Defining the areas for Radial targeting to marketers is like dropping a pin on a map and covering a radius of a few kilometres. Multi outlet brands with a single/multiple outlet in cities will find this option really valuable.

On the other hand, agencies looking for integrated marketing communications will look at this feature as a boon. They are often devising strategies considering online and offline marketing mixes. Coupled with this is the intention to also cover areas with a competitor presence. Given an ability to cover certain area and not necessarily a circular area, geo-fencing using latitude and longitude coordinates will provide the ROI that the marketer is looking for.

For example, Tier-II cities have shown increasing mobile penetration due to smart phones availability at affordable prices to majority of the mobile users, these cities show enormous potential to marketers. Geo Sense gives the ability to target these cities with ease. The feature also helps to define regions or geo-fence areas, i.e, defining virtual perimeters for real-world geographic areas around Tier-I cities which also come under the targeting criteria for marketers. This kind of a combination of various sizes and shapes provides good flexibility in only considering relevant regions for advertising.

With the virtual perception on the size of cities/areas ever growing as a result of the burgeoning population, it is evident that a marketer is looking to consider regions larger than what is defined on a map for a community or a city. A marketer will thus define regions with its boundaries represented by a conventional map and then extend to areas of interest using geo-fencing.

AdIQuity looks forward to improving your ROI’s with the help of better technology.

If you have any queries, please do reach me at or for a sales enquiry write to

09 Jan 2013

Advanced user reports provided by AdIQuity

Ever wondered how much log is generated at the mobile ad networs end if you had an app with 100K page views daily? Its about two pages of a typical novel for every ad request. Thats about 200K pages/day. The log data is meant to be useful to all the stakeholders involved in the mobile ad ecosystem. Out of this entire corpus of data, about 10% could be useful to the app developers, which is 20K pages /day. Sounds overwhelming, isn’t it?

Well, the data in its original form may not be useful to get what you want. You may have to dedicate an entire human resource to simply watch this set of characters scrolling down in green to find any recognizable patterns like in the movie Matrix. There is sincere effort from everybody in the mobile ad ecosystem to make this data useful to you. It has to be filtered, cleaned, sorted and then presented to you in a understandable form. To make this possible, complex databases designs are being introduced, new algorithms are evolving, interpretable user interfaces being developed and training materials are continuously being created to overcome the challenges faced by app/wap site builders/owners .

But, the point is even if 1% of this data in structured form which I call as statistics is available to you, will you make use of it???

Why app developers/wap site owners may need such data ?
As an app developer or a wap site owner you typically need key statistics to help you grow traffic, engagement and optimize revenue. Some of these metrics are:

  1. Users
    • New users
    • Retain users
  2. Revenue
    • From ads
    • From paid apps and in-app purchases
    • From subscription
  3. Increase time spent on the site

In reality, its hard to expect any productive outcome from your efforts without looking at above statistics.

What kind of data is available?
Every ad requests sent by app developers/wap site owners contain some important information which it used by ad networks like us to deliver a suitable ad.

Amount of information available from an ad request and captured by ad server could be humungous. It is typically a combination of default information shared by your hosting server and the additional parameters you choose to pass on. Together the information captured could provide us an valuable insights into user profiles, their browsing behaviour and the technology of the device they use.

To begin with, we, at AdIQuity, wore your hat and identified some important data that you could use. We then provided you access to few important segmentation reports in your dashboard that are often overlooked or not well understood. Here is an attempt to share the kind of reports we have and their usage.

1. Platform report
For wap site developers, knowing whether your users use Android or iOS or other operating systems during wap browsing will be of good value while designing the user-interface of your wap site. Often ad campaigns rate vary for the different platforms. You can promote your wap sites to lure more users of the highly paid platform to access the wap site. If you have an wap site and planning on your next app, this report will give you a good direction for your efforts.

2. Handset Identification
The user-agent information passed on to us along with multiple handset manufacturer databases will help us decode the device and model that your users use. You will realize the percentage of users who will be able to seamlessly use your app/wap site. These days, there is a larger population of users using smart-phones capable of rendering high quality graphics and high paying ads. Failing to study the user handset stats, might result in games developer providing poor user-experiences compared to their competition. And news sites may use Java script ad codes capable of being rendered only on smart-phones whereas, typically 20% of the users who still use feature-phones may not see the ads resulting in potential revenue losses.

3. Carrier Identification
A lot of ad campaigns that ad networks receive show preferences for certain carriers used by the app/wap users. To show those high paying ads on your app/wap site, you may have to understand your users and promote your apps on those high paying and preferred campaigns.

All the above reports (platform, handset and carrier) are currently available on your dashboard for all the mobile sites and app developers.


For any queries on accessing the reports, send an email to

Getting access to more advanced data

All the raw data don’t magically appear by the wave of a magic wand. They are gathered from various sources and with the co-operation of all the stakeholders on this eco-system, the advertisers, third party vendors, ad networks and app/wap site developers like you.

The more raw information is available to us, the more sophisticated report we can share with you. You can help us in coming up with sophisticated reports by passing on small details which you have access to like the demographic profile and real-time location information. Our api’s and sdk’s provide easy means of passing on such information to us. There are off-course, various challenges faced in recording such information from the users. With better app and wap user interfaces, many developers are successful in collecting such information from the mobile users and passing it to us. There could always be more data which can be passed but, may give rise to privacy concerns. Such data can definitely be avoided until the establishment of secure privacy laws.

Apart from providing a structure to the raw data and presenting it in a human readable form capable of deriving insights, Adiquity is gradually moving towards providing contextual based ads to your users.

If you have any feedback, question or concern about this blog feel free to send an email to