Twitter's MoPub is now open for native video ad business, expanding potential for app developers.

The social media platform says new capabilities allow the creation of video ads that match the look and feel of their apps.

The announcement was made at the Twitter Flight developer conference in San Francisco by MoPub senior director Kate Herbert. Native video ads will work in the same way as display ads using the Fabric development tools. A small group of design elements - including headline, text, and images - can be used to create an ad within an app.

MoPub was expanded last year to allow publishers to work with multiple native ad sources, an ability it calls 'network mediation'.