InMobi
The Eyes of Businesses in the World of Privacy
Philip Gale, Head of Sales - Brand Advertising, Europe, Michaek Balogun, Head of International & Performance Sales, EuropeMany businesses are unaware of how farreaching the consequences can be if they fail to keep up with the new rules of data privacy— and worse, if they don’t know the steps they must take to comply with them. Businesses are looking to InMobi, the world’s largest mobile advertising platform, to help them navigate this new landscape.
InMobi’s team of privacy and data experts has built a suite of tools that allow advertisers to comply with the general data protection regulation (GDPR). These tools give them access to data-driven insights and control how their data is used.
InMobi has witnessed and overcome many obstacles since its inception. This is why InMobi has experienced success like none other, expanding its wings from Asia- Pacific to North America and Europe, the Middle East and Africa. A global firm, InMobi works closely with its clients, helping them curate creative campaigns and drive the highest level of engagement.
However, the journey wasn’t easy for the mobile ad tech giant. “Many companies don’t understand the potential mobile channels can offer. For them, it’s just a small screen,” says Philip Gale, head of sales, brand advertising, Europe, InMobi. In an environment where consumers now spend more than four hours each day on their mobile phones, there is massive potential for advertisers to reach the right audiences, while achieving higher engagement and ROI for video, as opposed to other mediums.
Differentiating InMobi is its ability to provide an answer for every concern clients may have. “Whether it’s an awareness, consideration or performance campaign, we can help customers tackle any challenge in their path,” says Michael Balogun, head of sales, performance advertising, Europe, InMobi. “Most competitors have expertise in one or two fields, but InMobi’s capabilities span the whole spectrum of mobile advertising.”
InMobi also has a unique implementation strategy. Every time a marketing strategy is put into practice, InMobi ensures it doesn’t interfere with any user flow or internal technology the client uses. It provides seamless integration for maximum results if they use a particular demand-side platform (DSP).
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Many companies don't understand the potential mobile channels can offer. For them, it’s just a small screen
InMobi has a familial culture and strongly focuses on employee development. No wonder the average tenure at the company is between five and six years, which is on the high end of industry standards.
In the years to come, InMobi aspires to replicate its success in the corridors of Europe, where it has recently started operations. InMobi and its clients have achieved award-winning campaigns, and the ad tech company holds honors such as inclusion in Business Insider’s Hottest Ad Tech Companies list for two consecutive years, as well as AdExchanger’s 2022 Programmatic Power Players list.
InMobi News
Point Pickup Selects InMobi Commerce to Power Ad Monetization Across Grocery Partners
InMobi Advances Apple’s Privacy-First Vision, Launching New Capabilities for Driving iOS App Growth, Leveraging SKAdNetwork Attribution
SAN FRANCISCO - InMobi, a leading provider of mobile marketing and monetization technologies, announced its new industry-first, proprietary programmatic bidder to better drive iOS app performance for growth marketers without relying on user-level identifiers. Complementing InMobi’s traditional demand-side platform (DSP), the pioneering automated bidder is built from the ground up to rely solely on privacy-safe data signals when optimizing programmatic media buys while leveraging Apple’s SKAdNetwork (SKAN) attribution framework.
Apple’s release of SKAN 4.0 brings more insights into campaign performance, unlocking even more powerful optimization and measurement capabilities—creating renewed optimism among performance marketers for the future of iOS app growth. With more than half of digital dollars now earmarked for mobile—now 68% of all digital spend—InMobi can help marketers invest in understanding and maximizing SKAN 4.0 with a purpose-built solution to thrive in the privacy-first era.
Since the rollout of SKAN 2.0 in 2020, InMobi has been handling audience targeting and campaign optimization at massive scale, without relying on Identifier for Advertisers (IDFA) due to robust testing on Limited Ad Tracking (LAT) users in iOS. With the accelerating cadence of SKAN improvements, advertisers are shifting more budget towards SKAN-compliant campaigns, which now represent nearly 80% of iOS spending on InMobi’s DSP. This has allowed InMobi to accumulate a substantial repository of privacy-compliant iOS campaign performance data which informs the machine learning that drives optimization, enabling maximum performance and efficiency at scale, with the newly launched automated bidder driving nearly 1.5 million iOS installs since the start of 2023, as measured by SKAN.
“When Apple first announced ATT and SKAdNetwork, it added complexity for marketers and we saw a clear opportunity to expand our suite of mobile app performance offerings to power media buying and optimization in this new privacy-first world,” says Navin Madhavan, Vice President of Revenue and Operations for InMobi Demand Platforms. “Working closely with our most innovative clients, we developed deep expertise on Apple’s privacy-preserving attribution framework across our media buying, product, engineering and data science teams. The result is a proprietary solution that helps leading app growth marketers consistently exceed their KPIs on iOS while adhering to Apple’s strict privacy parameters.”
InMobi’s DSP is integrated with every leading mobile ad exchange and its new SKAN specialized bidder supports all currently released versions of Apple’s attribution framework, including the new 4.0 version. SKAN 4.0 delivers campaign performance insights more rapidly, frequently and with higher granularity than previous versions, unlocking more powerful optimization and measurement capabilities all while respecting user privacy—creating renewed optimism among performance marketers for the future of iOS app growth.
“While earlier versions have been spotty with adoption, SKAN 4.0 finally tips the scales in favor of more widespread adoption by advertisers,” says Adrienne Rice, Director of Media Investment at M&C Saatchi Performance. “The meaningful improvements narrow the functionality gap, enabling performance insights to come more rapidly, often and predictably; it’s more important than ever for advertisers and their agencies to work with media, measurement and reporting partners who have deep SKAN expertise, solutions and real-world experience.”
Some notable enhancements of SKAN 4.0 include:
• Multiple Postbacks: Simplified delivery and new insight into post-install events
• Hierarchical Source IDs: One hundred times more opportunities to uncover learnings that improve optimization
• Hierarchical Conversions: Performance insights come more rapidly, predictably and frequently
• Safari Mobile Web Support: Additional privacy-safe channel to reach users on their mobile devices
With each new SKAN feature release, InMobi works in close collaboration with a contingency of leading app growth advertisers, supply-side partners and all major mobile measurement platforms to rapidly test, deploy and scale the latest updates to maximize performance within our solution. For more information about InMobi’s success driving iOS app performance using SKAN attribution and how your app can adopt SKAN 4.0, please visit InMobi’s SKAN Resource Center.
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Company
InMobi
Management
Philip Gale, Head of Sales - Brand Advertising, Europe, Michaek Balogun, Head of International & Performance Sales, Europe
Description
InMobi empowers advertisers’ and publishers’ growth with high impact experiences and innovative solutions that help them activate their audiences and drive real connections with today’s consumers
As consumers continue to shift their shopping habits online, outreach strategies have been forced to evolve. InMobi Commerce enables Point Pickup’s retail partners to participate in this impactful product discovery method by powering full-funnel immersive experiences like high-impact native video products, which enhance standard retail media offerings, like sponsored product ads. Recent data suggests that shoppers who watch a product video are 85% more likely to purchase.
Through this partnership, grocers across Point Pickup’s GrocerKey network will incorporate InMobi Commerce’s retail media ad experiences into their ecommerce sites, providing advertisers with premium content that helps drive increased engagement and return on investment.
Currently, consumer packaged goods (CPG) advertisers account for a large majority of retail media ad spend in the grocery space. In fact, 85% of CPG brands are planning to move additional marketing dollars toward retail media networks. But, as retail media inventory and pricing become more competitive, CPGs are actively diversifying their media mix to bring affordability and innovation to their media spends. Retail Media platforms like InMobi Commerce bridge the divide between larger and smaller retailers that traditionally do not have the resources to build advanced retail media solutions and attract full-funnel budgets from brands.
“The most progressive grocers and CPG brands are moving away from the traditional separation between brand and performance to a seamless integration of both; consumers have come to expect more from their online experiences: dynamic and emotive video as well as new ways to engage and interact,” says Lee Lambeth, Vice President of Client Success at Point Pickup. “Retail media is a proven solution to combine media opportunities across our business and drive sales; it plays an integral role in our efforts to better reach customers, help them discover new brands and create an engaging online shopping experience.”
“Retail media has the chance deliver consumer experiences that power full-funnel, AI-supported marketing, giving brands the opportunity to foster trust and connection with their audiences in an intimate environment,” says Abhay Singhal, Co-Founder of InMobi Group and CEO of InMobi Ads. “Retail media is the future of advertising and launching automated campaigns within InMobi’s platform makes it simple for advertisers across all verticals, including grocery, to auto-optimize and determine the true impact of their efforts.”
As result of the partnership between InMobi and Point Pickup, CPG brands can operate on a cutting-edge, AI-powered platform and start by placing high-impact ad experiences with only one buy. Through automated campaigns, advertisers can see the real-time impact of their ad dollars without the heavy lifting. Once they select their budget, return on advertising spend (ROAS) goal and campaign duration, advertisers can allow automated optimization, reporting and closed-loop attribution to determine the brand awareness and product sales goals in comparison to their KPIs.
Supporting all retail verticals—including consumer packaged goods, consumer electronics as well as apparel and beauty—InMobi Commerce helps retailers successfully capitalize on the growing retail media market opportunity. Leveraging InMobi’s deep ad tech expertise, InMobi Commerce provides a supply-side platform for retailers to offer premium ad space and connect brands with high-intent shoppers as they research, browse and shop online.