InMobi ties up with Rubicon project

VoicenData Bureau
New Update

Bangalore: Mobile advertising solutions provider InMobi has joined hands with Rubicon Project to identify the right advertiser in the fragmented digital world.


InMobi unveiled direct order automation of mobile app audiences globally on the InMobi Exchange in collaboration with Rubicon.

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, a statement said.

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. 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.

“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.