InMobi Teams Up with Rubicon Project to Launch Mobile Programmatic Audience Buying

Heads up advertisers! A new method of targeting mobile app audiences through a programmatic approach is heading your way.

Mobile advertising platform InMobi (@InMobi), in partnership with Rubicon Project (@RubiconProject), has given advertisers the ability to automate mobile app audiences globally through the InMobi Exchange. Through this feature, advertisers can now buy mobile app segments directly across 36 countries using programmatic direct deals.

One can easily get lost in programmatic jargon, leading some to confuse “programmatic direct” with other related terminology such as “real-time bidding” and “open exchange programmatic solutions.” Programmatic direct refers to a buying process in which—as its name suggests—purchases are transacted directly between advertisers and publishers.

“Identifying audiences in a fragmented app ecosystem has been a major challenge for digital advertisers,” stated InMobi’s official press release. “By making mobile audience segments available via automated direct orders, InMobi has made it easy for advertisers to identify and target relevant segments.”

The company claims that buyers can also take advantage of the Exchange by “[browsing] the audience segments, [initiating] proposals, and [bidding] on impressions” once a particular deal is in place.

According to Rubicon Project, InMobi Exchange will offer access to Audience Personas, “allowing advertisers to achieve double the engagement.” These Audience Personas are built from more than one trillion mobile consumer interactions.

InMobi states that they hold audience data for over 870 million monthly unique users and use about 120 “user signals” to build profiles for sales in the Exchange. Furthermore, InMobi’s partnership with Factual (@factual) and other third party vendors enables advertisers to determine profiles by city, state, zip code, and the travel activity of users.

Anne Frisbie, Vice President and General Manager-Global Alliances, InMobi, shared more information:

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.

Read InMobi’s official press release for additional information about the new mobile programmatic audience buying feature.

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