InMobi, the world’s largest independent mobile advertising network, and
Rubicon Project (NYSE: RUBI), a leading technology company automating
the buying and selling of advertising, today unveiled InMobi
Exchange, a mobile programmatic buying and selling platform and
the world’s first exchange to support buying mobile native ads at
unprecedented global scale. The exclusive agreement between the two
companies creates the largest mobile-first programmatic exchange that:
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Enables hundreds of buying platforms, representing tens of thousands
of advertisers,
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To reach 759 million active monthly unique users globally,
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Across 30,000 mobile apps.
Native mobile ads deliver five-times higher yield for publishers and
application developers and six-times greater conversions for buyers over
traditional banner ads. With the creation of the InMobi Exchange,
InMobi - powered by Rubicon Project’s Advertising Automation Cloud - is
ushering in programmatic trading of customized, native ad units, which
mirror the organic look and feel of a given mobile app to provide
greater value to advertisers, publishers and application developers.
InMobi is working with Rubicon Project and the IAB OpenRTB Working Group
in standardizing native programmatic buying.
“Demand for native ads is increasing, as their high performance makes
them very attractive to advertisers. However, the market is currently
constrained by the lack of a robust platform that allows native ad slots
to be bought, and sold, transparently. This lack of scale is one of the
primary reasons native ads are not as popular as they could be. InMobi
Exchange brings to-market the scale and quality needed for buying
and selling of native ads to accelerate globally,” said Jide Sobo,
Head of Mobile, MEC UK.
The InMobi Exchange will also provide buyers seamless access to
extensive mobile-first InMobi Audience Personas allowing advertisers to
achieve double the engagement. Built from data of over one trillion
proprietary mobile consumer activities, InMobi is continuously expanding
its audience intelligence and learning.
For publishers and application developers, InMobi Exchange will
offer the best of both sell-side applications and real-time bidding
capabilities for native and traditional mobile ad formats.
“There is a fundamental shift occurring in digital advertising to custom
advertising experiences that match the form and function of the mobile
environment and are appropriate to the overall user experience,” said Michael
Collins, CEO, Adelphic. “The promise that InMobi Exchange
will provide the power of these custom ad experiences at scale with the
efficiency and transparency of programmatic buying is a great step
forward for the mobile advertising ecosystem.”
“We are committed to improving the mobile user experience, whether
through the aesthetic of native ads or relevant advertising, based on
our deep understanding of mobile consumer behavior. In selecting Rubicon
Project’s Advertising Automation Cloud to power our InMobi
Exchange, we are taking the next natural step by bringing these
custom native experiences to programmatic buyers and sellers at scale.
We believe that this represents the next era of digital media buying
globally,” said Naveen Tewari, CEO, InMobi.
“Rubicon Project has developed the scale and speed required to power the
largest independent marketplace that automates the buying and selling of
advertising,” said Frank Addante, CEO, Founder and Chief Product
Architect, Rubicon Project. “Our infrastructure and massive
installed base of buyers, combined with InMobi’s mobile expertise and
scale, creates one of the largest automated global exchanges poised to
accelerate mobile advertising adoption.”
For more information on InMobi Exchange, visit here.
About InMobi
InMobi enables the world’s leading brands, developers, and publishers to
engage global consumers through mobile advertising. InMobi platforms
leverage advances in big data, user behavior, and cloud-based
architectures to simplify mobile advertising for its customers.
Recognized by MIT Technology Review as one of the 50 Disruptive
Companies of 2013, InMobi is the world's largest independent mobile ad
network, engaging 759 million consumers across 165 countries.
Additional information:
About Rubicon Project
Rubicon Project (NYSE: RUBI) has engineered the Advertising Automation
Cloud, one of the largest real-time cloud and Big Data computing
systems. The Company's mission is to automate the buying and selling of
advertising by offering innovative products to connect buyers and
sellers globally. www.RubiconProject.com
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