Per the deal, Hubbl's personalized native ads technology will be combined with Airpush's network of roughly 120,000 mobile apps to create a native ad platform for mobile.
“Facebook and Twitter have created a lot of hype around native advertising on mobile, but the reality is that the technology has not been accessible for mainstream app developers,” stated Asher Delug, co-founder and CEO of Airpush. “By joining forces with Hubbl, we plan to change that.”
Founded in 2012, Hubbl is in the business of developing better personalization technology for mobile, which forms the basis of the company's native advertising platform. The New York-based company currently has 25 employees.
Airpush and Hubbl expect to release a fully integrated native ad platform to app publishers by January 2014. Founded in 2010, Airpush currently claims a network of about 5,000 advertisers and roughly 160 employees.
The rapid growth has not come without controversy. Among some Android developers, Airpush will always be known as the network that pioneered an aggressive “push” form of advertising into the app notifications window.
Airpush also recently joined a growing list of mobile ad firms that have added RTB marketplaces to their offerings, including Mojiva, Adelphic, app advertising and analytics provider Flurry and mobile ad network Jumptap.