InMobiMobile advertising network InMobi has launched a mobile programmatic buying and selling platform called InMobi Exchange, which it claims is the world’s first exchange to support mobile native ads. The platform was launched in association with Rubicon Project, which provided the infrastructure and massive installed base of buyers. InMobi meanwhile, chipped in with mobile expertise and scale to create the exchange.

The company claims that the native advertising exchange will offer a reach of 759 million active monthly unique users globally, across 30,000 mobile apps. This comes hardly a month after InMobi’s launch of its native ads platform. It had launched a beta version of the service in January this year.

Native advertising is a relatively new concept in online advertising through which advertisers can reach target audience through relevant content, instead of relying on banner ads on mobile. The company offers both native content ads and native interstitials as of now. InMobi Exchange will now offer both sell-side applications and real-time bidding capabilities for native and traditional mobile ad formats.

InMobi claims that native mobile ads will deliver five-times higher yield for publishers and application developers. It also claims to create six-times greater conversions for buyers over traditional banner ads. The company says that the platform auto-stitches the ads on the fly using the creative assets like logo, tagline, call-to-action & others provided by the advertisers and allow them customize minute details in these ad units, so that it matches the app’s look and feel. This includes visual representation, interaction elements (like swipe or flip) and social sharing options.

InMobi CEO Naveen Tewari had earlier said that since the beta in January, over 20 billion native ads have been served for 100 publishers including Tango and TextMe, across 35 countries, touching 250 million users. InMobi had told TechCrunch that it will invest around $100 million in fleshing out the new native ad platform.