Twitter Inc. has acquired Namo Media, a startup that helps mobile developers weave so-called native ads, or ads that appear within the feed of Twitter posts, into Twitter.com or its mobile app.

The social network says it will integrate Namo Media into its MoPub mobile advertising exchange.

“Since we acquired MoPub last October, we have been working to bring native ads to mobile app publishers in order to create a more seamless and less intrusive ad experience for users.

The move is in line with Twitter’s long-standing approach to advertising. Ever since the social network introduced advertising to its social network, those ads—such as promoted posts, promoted accounts and web site cards—were woven into the various elements of its platform rather than in a dedicated advertising-focused section of its site. Now the social network will bring that approach to MoPub.

“We started Namo Media with the belief that mobile banner ads don’t work for users, publishers, or advertisers,” writes Namo Media in a blog post. “We saw native advertising as an opportunity for publishers to create better user experiences, generate higher revenues, and enable more valuable advertising space. We built an advertising solution that lets app developers easily add native advertising to mobile apps. It’s because of that philosophy, and through our conversations with the MoPub team at Twitter, that we realized we’d be able to create better solutions together, so we’re making it official by joining the flock!”

Namo Media’s team will join Twitter and will work on developing a native advertising platform for app developers.