Case study: How textPlus improved monetization July 25, 2018 Striking the right balance Online publishers face the delicate challenge of monetizing while also ensuring that ads don't interfere with their user experience. Mobile service provider textPlus struck the right balance by turning to Oath to help them with native advertising.Through its app, textPlus o?ers a free U.S. or Canadian phone number, unlimited SMS and MMS texting, and inexpensive phone calls. Users can sign up for a textPlus account and communicate with more than 60 million people who also have the app at no cost. The company relies on ad-supported monetization strategy in order to provide its users with low-cost telco services. While integrating ads into its platform, textPlus wanted to avoid common pitfalls: disruption

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