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PubNative to Unveil Mobile Native Adaptor for Programmatic DemandIt’s going to be a world’s first. And you’re going to learn about it later today from those behind it.

But you’re going to hear about it first from NativeMobile right now.

Late Tuesday, NativeMobile caught up with Ionut Ciobotaru, Co-Founder and Managing Director at PubNative — a mobile publisher platform  — who spoke exclusively with us about PubNative’s big news, which will be formally announced shortly.

“We are excited to release the world’s first-ever mobile native adaptor for our partners and the industry at large,” Ciobotaru tells us. “The majority of mobile demand does not support native formats, but the PubNative native adaptor enables access to native inventory like no solution has done before. It also gives publishers more options for increasing revenue, as the adaptor provides diversified demand for their native ad units, thereby increasing ad relevancy as well as eCPMs.”

With eMarketer predicting that by 2015, mobile will overtake desktop display’s share of programmatic ad dollars, PubNative seems to be knocking on native’s door at an extremely opportune time.

In this vein, PubNative is ready to rock and roll with the first Native adaptor for native ad inventory.

The company tells us that PubNative’s proprietary technology addresses native advertising’s scalability issues by offering the first mobile supply-side platform to combine fully customized ad units through an API with scalable programmatic demand.

Also on Wednesday the company is expected to announce the hiring of new Managing Director, Eddie de Guia — an original PubNative founding member.

We’re told De Guia will lead PubNative in this launch.

More details about PubNative’s latest efforts are on tap for later today.

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