InMobi to leverage Infutor’s identity graph data
The mobile marketing platform will supplement first-party data with data drawn from Infutor's extensive consumer-based identity graph.
Mobile marketing platform InMobi has chosen Infutor as a data partner. It will supplement the first-party demographic data on its platform with data from Infutor’s True Source Identity Graph. The graph draws deterministic, privacy-compliant data from interactions involving over 260 million consumers.
Infutor’s identity solution allows additional attributes and insights to be appended to first-party based profiles, supporting richer segmentation strategies for advertisers. “We want advertisers on InMobi’s platform/network to be as effective as possible in reaching the right consumers,” said Todd Rose, SVP global business development at InMobi in a release.
Dig deeper: InMobi CEO bullish about prospects for independents in the advertising space
Why we care. Mobile users are willing to offer up first-party data when they download and log into an app. Most apps collect at least some identifying data — but it can be minimal. Knowing someone’s name and email address doesn’t tell you much about them. If they’ve downloaded a recipe app or a sports app, you know a little more.
To really develop addressable audiences, however, requires collecting further attributes and appending them to the correct identities. That’s what Infutor, a Verisk company, seeks to do, in a secure and privacy-compliant way, based primarily on transaction data from an extensive set of U.S. consumers.
Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. MarTech is owned by Semrush. Contributor was not asked to make any direct or indirect mentions of Semrush. The opinions they express are their own.
Related stories
About the author
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.