Howie Schwartz, chief executive of Human Demand, a mobile ad company, called the new feature a “big step for mobile advertising,” where publishers and advertisers are using an automated, real-time bidding system, also referred to as programmatic ads, for conducting business.

“One of the key benefits of programmatic is centered around efficiencies and standard-ad units that both publishers and advertisers can quickly transact with,” Schwartz told MarketWatch.  The Twitter news on MoPub, he said, “shines a great light on the mobile native-ad opportunity.”