Partnership Enhances Cookieless Targeting and Measurement Across In-App and Mobile.
SAN FRANCISCO–(BUSINESS WIRE)– InMobi, a leading marketing cloud service, today announced its integration with LiveRamp IdentityLink, a privacy-conscious people-based identifier. InMobi Exchange is the first mobile supply-side platform (SSP) to integrate with IdentityLink.
Through this partnership, marketers will be able to reach their consumers beyond desktop to mobile web and in-app on InMobi Exchange. The companies also plan to extend the integration across connected TV (CTV) environments.
IdentityLink helps resolve hundreds of identifiers for individuals to a real person while respecting and upholding the highest standards of ethical data use, according to the company. It is embedded across the ecosystem and enables people-based marketing: marketers can target one-to-one at scale and accurately attribute the effectiveness of their media investments.
The offering will help marketers and demand-side platforms (DSPs) to access supply through InMobi Exchange for omnichannel buys in the U.S. and across the globe, so they can leverage privacy-first data and frequency caps across premium inventory sources. The partnership will also cut down opportunity loss, ensuring that marketers can match user data across platforms.
According to a recent App Annie report, U.S. consumers are spending an average of 3.7 hours on their smartphone every day and app usage accounts for over 75% of that time. As such, in-app has become a crucial marketing channel for engaging consumers across desktop, mobile web, and mobile apps.
Publisher Benefits:
The partnership delivers a number of publisher benefits as well. Specifically, publishers with in-app and display or mobile web inventory can now connect their different inventory types to IdentityLink. As a result, marketers can buy on a consistent identifier that is portable across platforms and the different channels that a publisher owns.
Publishers are also able to provide enhanced measurement capabilities to marketers; marketers can measure the return-on-ad-spend of a publisher’s inventory regardless of channel.
For more information, see inmobi.com and liveramp.com.
Contacts
PAN Communications
Cori Kendrick
(301) 904-8435
inmobi@pancomm.com