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Performance+ Marketplace (formerly PubNative)

Publisher ad server software
Supply side platforms (SSP)
Features
Ease of use
Ease of management
Quality of support
Affordability
Market presence
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  1. Information technology and software
  2. Media and communications
  3. Arts, entertainment, and recreation

What is Performance+ Marketplace (formerly PubNative)

Performance+ Marketplace (formerly PubNative) is a supply-side monetization platform focused on mobile app publishers, providing tools to sell and optimize ad inventory through programmatic demand. It supports in-app advertising use cases such as header bidding and mediation-style demand access, with reporting to monitor yield and performance. The product is commonly used by app publishers that want to connect inventory to multiple demand sources and improve fill and eCPM without building direct integrations to each buyer.

pros

Mobile app monetization focus

The platform is designed primarily for in-app inventory rather than web-first publisher workflows. This focus typically aligns with mobile-specific formats and SDK-based integrations used by app publishers. It can be a fit for teams that prioritize app yield optimization and programmatic access over direct-sold ad operations.

Programmatic demand connectivity

As an SSP, it is built to route impressions to programmatic buyers and optimize outcomes such as fill and price. This reduces the need for publishers to manage many one-off demand integrations. It is positioned for publishers that want a centralized layer for demand access and auction decisioning.

Reporting for yield decisions

The product provides performance reporting intended to help publishers evaluate monetization outcomes. These analytics support operational decisions such as partner selection, floor tuning, and traffic allocation. This is important in environments where multiple demand sources compete and performance varies by geography, format, and app placement.

cons

Not a full ad server

Compared with publisher ad server software, an SSP typically does not replace core ad serving functions such as direct campaign trafficking, advanced forecasting, and unified delivery across direct and programmatic. Publishers with significant direct-sold business may still require a separate ad server. This can add operational complexity and create reporting fragmentation across systems.

Integration and SDK overhead

In-app monetization platforms generally require SDK integration and ongoing maintenance as app releases change. Implementation effort can be non-trivial for small engineering teams, especially when coordinating with other monetization SDKs. Latency, app size, and privacy/consent handling can also become constraints depending on the configuration.

Limited public product transparency

Some SSP capabilities (e.g., specific demand partners, auction mechanics, and fee structures) may not be fully documented publicly and can vary by contract. This can make it harder to benchmark against alternatives using only public information. Buyers and publishers may need detailed commercial and technical due diligence to understand take rates, controls, and data usage.

Plan & Pricing

Pricing model: Custom / negotiated (no public list prices). According to the vendor’s official terms, pricing and revenue models are defined in insertion orders or via the platform/specs and include CPM, CPC, CPI, CPA and other per-action models. PubNative (now Performance+ Marketplace) also operates on revenue-share models for publishers (Net Advertising Revenue) and reserves the right to charge additional fees (up to 10% of Net Advertising Revenues in certain cases). No public, tiered plans or fixed per-seat subscription prices are published on the vendor site.

Free tier/trial: No public evidence of a permanently free plan or a time-limited free trial for the Performance+ Marketplace is listed on the official site; onboarding/pricing is handled via account registration/IOs and sales.

Example pricing constructs (from official terms):

  • CPM — cost per thousand impressions (price set in IO).
  • CPC — cost per click (price set in IO).
  • CPI — cost per install (price set in IO).
  • CPA — cost per acquisition (price set in IO).
  • Publisher payouts / revenue share — computed from Net Advertising Revenues (as defined in the Publisher T&C). PubNative may charge an additional operational fee (up to 10%) in certain circumstances.

Discounts / negotiation: Pricing and specific rates are determined by insertion orders or direct agreements; vendors direct users to contact sales / use IOs for exact pricing and terms.

Seller details

Verve Group SE
Stockholm, Sweden
2014
Public
https://verve.com/
https://x.com/vervegroupse
https://www.linkedin.com/company/verve-group/

Tools by Verve Group SE

Brand+ Marketplace (formerly Smaato)
›
Verve Demand Side Platform
›
Performance+ Marketplace (formerly PubNative)
›
Verve
›

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