InMobi to leverage Infutor’s identity graph data

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.

Read next: 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.

About The Author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, 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.