Bangalore, India, December 17, 2014 – InMobi, the world’s largest independent mobile advertising platform, today unveiled direct order automation of mobile app audiences globally on the InMobi Exchange, in partnership with Rubicon Project, a leader in advertising automation.
InMobi Audience Personas, built from over one trillion mobile consumer interactions, are now available for programmatic buying. The InMobi Exchange is the first to offer proprietary, mobile-first audience segments in 36 countries at scale.
Third party audience segments from Factual globally, as well as BlueKai in the United States, Experian and DLG-PDV in the United Kingdom are also available via automated direct orders. In addition, advertisers can create custom audience segments from the InMobi consumer data store of 872 million monthly unique users, and buy those programmatically.
Identifying audiences in a fragmented app ecosystem has been a major challenge for digital advertisers. By making mobile audience segments available via automated direct orders, InMobi has made it easy for advertisers to identify and target relevant segments. Buyers on the InMobi Exchange benefit from a streamlined workflow where they can browse the audience segments, initiate proposals, and bid on impressions once the deal is approved.
“Programmatic direct orders enable buyers to use the power of data and targeting along with increased flexibility. It’s a way of engaging with sellers in a deeper and more meaningful fashion and is where we see the industry heading,” said Richard Hocking, Director of Starcom MediaVest Group.
“Combining InMobi’s global scale with Factual’s depth and variety of audience segments creates a powerful opportunity for marketers to reach specific target audiences where they are spending more time every day – on mobile apps,” Kristian Wilson, Director, Client Services and Partner Development, Factual.
“We are committed to improving the efficacy of mobile advertising globally. A vast majority of digital consumer interactions are experienced through mobile apps – not desktop or mobile browsers. As a result, it is critical that buyers have a media partner that can enable the buying of mobile app audiences around the world,” said Anne Frisbie, Vice President & General Manager – Global Alliances, InMobi.