InMobi Exchange Launches Programmatic Mobile App Audience Buying

Mobile advertising platform, InMobi, launched the ability to target mobile app audiences through programmatic direct buys in a partnership with advertising automation firm, Rubicon Project.

InMobi says its Audience Personas are built from “over one trillion mobile consumer interactions”.  Advertisers can target these audience segments through the InMobi Exchange in 36 countries.

“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, Starcom MediaVest Group, in the announcement.

Additionally, InMobi supports third-party audience segments from third-party vendors such as Factual, BlueKai, DLG-PDV and Experian in the US and UK. Advertisers can also create custom audience segments from InMobi’s consumer data sets which encompass 872 million monthly unique users.

“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.