Mobile ad platform Airpush acquired Hubbl, a New York-based company specialising in mobile native advertising and personalisation technology.

By combining the personalised native ad technology from Hubbl with the 120,000 apps on the Airpush network, the companies aim to create what they claims will be the world’s first “comprehensive native advertising platform for mobile”.

The aim of the platform is to boost the earnings of iOS and Android developers by making in-app content personalised to individual users, increasing the likelihood of them interacting with ads.

The plan is to launch the integrated platform in January 2014.

Airpush founder and CEO Asher Delug said native advertising on mobile hasn’t previously been accessible to “mainstream app developers”, something the addition of Hubbl will address.

Archana Patchirajan, Hubbl’s founder and CTO, said combining with Airpush will provide access to better resources and the ability to scale up distribution of its technology.

No figure was given for the deal.