InMobi launches programmatic exchange in APAC to accelerate mobile spend

InMobi, a global provider of mobile enterprise platforms announced the launch of its Programmatic Exchange for the APAC region. A mobile-first, mobile-only programmatic platform InMobi will reach 800 million mobile devices, giving it unparalleled scale through mobile in-app.

By using InMobi’s proven expertise, advertisers and agencies will be able to accelerate dramatically and future-proof their programmatic mobile spends to reach audiences at scale across all markets. The launch will also catapult the InMobi Exchange to make it the largest independent platform for in-app video advertising.

“In Asia-Pacific, the growth of programmatic hinges on three important pillars – in-app, mobile video with the overarching requirement of trust & transparency. The InMobi Exchange delivers on all three fronts. Our commitment to mobile programmatic since 2012 has paid off significantly. As frontrunners in this space focused exclusively on the in-app business over the last decade, we are able to leverage our expertise in complex campaign delivery. Also, our extensive network of data accounts for 1.6 billion users, half of which resides in the APAC region. This launch will accelerate our growth exponentially enabling us to capture 10-15% of the programmatic market by 2020,” said Abhay Singhal, Co-Founder & President-Advertising Cloud at InMobi.

The in-app industry is projected to grow from $38.5 Bn in 2017 to $77 Bn in 2021 in Asia Pacific. Southeast Asia specifically outpaces other regions in app-spends, triggered by the explosive growth of mobile apps in markets such as Indonesia and Singapore.

“The potential of mobile far exceeds what is available today in the APAC region. Both mobile in-app and video will constitute 85% of all programmatic buying by 2020. An exponential growth, given that today, mobile-only comprises 40% of all digital programmatic buying and within that in-app takes up a measly 15%. The paradox of the situation is that 65% of all the time spent on digital channels is on mobile apps. Besides, apps that run on device IDs perform far more effectively than cookies on every metric because device IDs are persistent in understanding users better as against transient cookies. With this launch we plan to accelerate our transition towards programmatic adoption in APAC,” said Jayesh Easwaramony, SVP, and Managing Director, APMEA at InMobi.

InMobi with its 85% SDK-integrated inventory, robust anti-fraud measures, stringent inventory and ad-quality checks undertaken by third-party measurement partners like Moat, IAS, Nielsen, etc has taken the lead to reinstate trust and transparency in the mobile programmatic ecosystem.

Source: InMobi

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