(source: Vserv) Vserv has launched a native ad format called Vserv Aqua Native, as a part of its Smart Data offerings, which was launched in October last year. The company says that Aqua Native is designed to displays ads that are customized as per the environment, design and layout of the app or site and can deliver 5760 different permutations of an ad to be displayed on an app or site. This appears to be a delayed launch: the company had said in May 2014 that it plans to launch native ads. Its co-founder and CEO Dippak Khurana had then told MediaNama that the requirements for each publisher varies, when it comes to native advertising. "Native ads for information related content will be different from a site that has cricket scores, and it will be different for a music app," he had said then. In October last year, Vserv had initiated a transition into a smart data offerings focused company. It launched an e-commerce-focused re-targeting product Vserv Smart RT in November, which allows advertisers/brands to re-target desktop users on mobile sites & apps, and re-target mobile site users on third-party apps. In December, Vserv had tied-up with Indonesian telecom operator PT XL Axiata Tbk (XL) to enable mobile entertainment companies in Indonesia to target more relevant audience using the Vserv Smart Data platform. The company had claimed that it interacts with over 500 million unique user profiles and has data on over 50% of the mobile internet users across emerging markets, including India, Thailand, Indonesia,…
