The PRWIRE Press Releases https:// 2021-04-27T22:00:00Z InMobi Launches In-Game Advertising to Global Brands and Agencies 2021-04-27T22:00:00Z inmobi-launches-in-game-advertising-to-global-brands-and-agencies April 28, 2021 - Australia – InMobi, the world's leading independent marketing cloud, today announced the launch of in-game advertising which is now available for brands across the globe to access programmatically on InMobi Exchange. The launch of unique in-game inventory on InMobi Exchange will enable brands to reach premium mobile users with ads that blend into the game environment, like electronic advertising boards in an in-game sports stadium, an esports arena or the extremely popular casual and hypercasual gaming space. InMobi Exchange has forged partnerships with every industry-leading platform in the native in-game advertising space including AdInMo, Admix, Adverty, Anzu, Bidstack, Frameplay and Sayollo. The breadth of these partnerships means that advertisers can access this type of premium inventory across the globe at a scale and diversity unmatched by any other mobile supply-side platform today. Commenting on the timeliness of the partnership for advertisers in the region, Richard O’Sullivan, VP and GM for ANZ shared, “According to Nielsen, gaming was the number one digital entertainment activity in terms of the time spent across all Australians with over 1.8 billion hours in 2020. In fact, 79% of all Australians 16-64 game on a regular basis. Gaming offers brands an immersive, brand safe environment where potential customers/ players will have their attention focused fully on the screen. This is now making players an extremely attractive, and engaged, audience for advertisers and moving gaming closer to the mainstream. By supporting these new, non-disruptive ad formats, InMobi is enabling brands to reach highly immersed users programmatically and drive strong brand recall through their campaigns.” “In-game advertising is uniquely effective because it allows advertisers to interact with their consumers in a highly intuitive way,” said Kunal Nagpal, SVP and GM, Publisher Platforms and Exchange at InMobi. “In-game advertising is one of these new frontiers that allow advertisers to interact with their consumers in a highly intuitive way. InMobi’s technology and unmatched mobile in-app expertise enables our global advertisers to access the highly engaged and diverse mobile gaming audience in a medium that is becoming increasingly relevant.” “I’m excited to see that in-game advertising has been recognised as a solid media channel of its own, and the biggest players around the world have adopted a serious approach to in-game ads as a way to effectively tap into the colossal and booming gaming market,” said Yaniv Rozencweig, Director of Business Operations at Anzu.io. “Through our global partnership, InMobi’s brand advertisers are able to access Anzu's exclusive inventory and reach premium gaming audiences across not only mobile, but also PC and console platforms. With Anzu offering in-game ad viewability and fraud detection audited by the industry leaders, advertisers gain even more confidence in the value of in-game advertising for their current and future campaigns.” “We are thrilled to partner with InMobi as they make a push in the in-play space. To see one of the largest mobile in-app exchanges support this new way of advertising is a testament to the growing appetite from brands to enter gaming,” said Sam Huber, Founder of Admix. “Leveraging Admix's unique programmatic capabilities in-game, this partnership enables our game publishers to access InMobi's wide range of advertisers and deliver incremental revenue.” “InMobi has made fantastic progress towards native in-game advertising becoming an integral part of a brand’s digital media mix,” said Kristan Rivers, CEO and co-founder of AdInMo. “InMobi’s mobile heritage and expertise is the perfect match for AdInMo’s dedicated global mobile games inventory. InMobi Exchange enables us to deliver InGamePlay brand awareness campaigns across diverse game genres so that brands can target the great diversity of mobile playing personas.” “This news is further proof that the most exciting, largely untapped media frontier is very much open for business,” said Tobias Knutsson, CEO of Adverty. “What’s more, both branding and performance advertising options are available, meaning that advertisers can unlock previously unreachable audiences at scale and turbocharge their marketing efforts in ways never before thought possible. With this partnership, the door is wide open for further innovation." “We value our partnership with InMobi as they share our vision to deliver high-quality intrinsic in-game advertising without disrupting the game,” said Jonathon Troughton CEO and Co-Founder of Frameplay. “We especially appreciate InMobi’s ability and willingness to support Frameplay’s proprietary programmatic intrinsic in-game ad-serving capability, which requires a unique approach to programmatic to get this right.” “With one-third of the world’s population playing mobile games for one whole day out of every work-week, the potential for in-game brand exposure is astronomical. As with the roadside billboards of yore prominently positioned in busy thoroughfares, today’s advertisers know that in order to maximise reach, brands need not only an online presence, but a prominent position in the mobile gaming world,” said Yonatan Attias, CEO of Sayollo. “We are totally stoked to partner with InMobi as pioneers in this futuristic technology and give our publishers more valuable ways to monetise their content.” “Gaming is rapidly becoming the forum to engage, entertain and relax as the race for attention evolves. Seven in ten (72 per cent) Australians play some form of video or mobile games. Amongst those aged 18 to 34, this ‘jumps to 88 per cent. In-game advertisement involves placing ads in the virtual environment of a game. This has numerous advantages for all stakeholders and represents a major monetisation channel for developers. The growth trajectory in Australia unlocks opportunity and scale with hyper growth forecasted,” concluded Indy Khabra, Co-founder and CEO, Livewire Group International. For more information about InMobi Exchange, please visit https://www.inmobi.com/exchange. About InMobi InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognised on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com. InMobi Launches UnifID Identity Solution for App Publishers 2021-04-22T21:50:11Z inmobi-launches-unifid-identity-solution-for-app-publishers April 23, 2021, Australia – InMobi, the world’s leading independent marketing cloud, today announced the launch of UnifID, an industry-first offering designed to simplify and streamline identity resolution for mobile app publishers and developers. UnifID (pronounced “unified”) works as a stand-alone solution or in combination with other industry-leading alternatives that have entered the marketplace. It is designed to help app publishers make their advertising inventory more addressable and thus more valuable to advertisers. “We are proud to introduce UnifID, as it is truly a one-of-a-kind solution that will help our publisher partners make their inventory more addressable and thus more valuable,” said Kunal Nagpal, SVP and GM of InMobi Exchange, a division of InMobi. “UnifID improves app publishers’ ability to monetise with more advertisers, which will be more crucial than ever now that Apple has started enforcing its AppTrackingTransparency (ATT) framework. As omnichannel buying strategies become more central to advertisers and as the status quo of user-level targeting is impacted by changes from Apple and Google, it is more important than ever for app publishers and developers to work with platforms that allow them to amplify the value of hard-earned user bases in the most privacy conscious way.” The unique identity solution is exclusively built for app publishers to simplify addressability and accelerate the monetisation journey through numerous leading ID vendors in the market. “With UnifiD, our app publishers can easily integrate multiple identifiers via the publisher interface, all the while collecting permissioned user data and transferring the corresponding IDs to the upstream demand partners for activating first party-based media buying. Therefore, instead of mobile ad IDs UnifID allows publishers to select and work with multiple identity players & provide marketers the option to bid on or target users leveraging people-based identifiers in a channel agnostic way,” shared Richard O’Sullivan, VP and GM, ANZ at InMobi. The new solution provides publishers with: Seamless integration: A single window for publishers to select and integrate with the ID vendors of their choice with minimal legal, integration and operational efforts. Publishers can go live with an ID vendor in just a few clicks. End-to-end management: UnifID does all the heavy lifting. It safely collects first-party data, retrieves and transfers the corresponding identifiers to demand partners and provides holistic lifecycle management for the identifiers. Open Solution: UnifID is an open and neutral solution made available to leading identity vendors and other monetisation partners in the ad tech ecosystem. In the first phase of the launch, UnifID will allow publishers to integrate with three of the industry’s leading identity providers: LiveRamp, ID5 and BritePool. “Digital identity powers the open internet. It solves for audience analytics, frequency capping, measurement and attribution while providing robust data controls for publishers. Without cookies or MAIDs, the current digital advertising model breaks, and time is running short to identify and implement a privacy-focused solution,” said Louise Exton, Director, Addressability, ANZ at LiveRamp. “UnifID provides mobile publishers the ability to more seamlessly integrate with people-based identity, like LiveRamp’s Authenticated Traffic Solution, making consumer transparency and choice a priority.” “ID5 is committed to making digital advertising addressable and privacy-compliant in every environment in order to help publishers and app developers prosper when mobile ad IDs and cookies are deprecated,” said Mathieu Roche, co-founder and CEO of ID5. “The partnership with InMobi enables us to make our first-party identifier available to a wider audience, allowing app publishers to better monetise their audiences and advertisers to run targeted and measurable campaigns beyond the enforcement of the ATT framework.” “We are excited to participate as a launch partner in UnifID,” said David J. Moore, CEO of BritePool. “InMobi has succeeded in creating a new, high-value service for the mobile ecosystem that ensures user privacy while offering advertiser addressability." Talking about the promise of UnifID, Colm Dolan, CEO and Founder, Publift shared "We are very committed to all unified IDs and any ability for publishers to increase revenue with the added benefit of providing a more enhanced advertising experience. The ease of InMobi's UnifID solution is a big factor in Publift's advocation." In the second phase, InMobi plans to integrate UnifID with additional ID providers such as Epsilon, Liveintent, Parrable and Zeotap to offer even more optionality to publishers. And by the end of this year, UnifID plans to integrate with the other remaining large identity players that will allow unparalleled global coverage for publishers. InMobi UnifID is now available for app publishers across ANZ. For more information, please reach out to richard.osullivan@inmobi.com. About InMobi InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognised on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com. Media enquiries: Sue Ralston Einsteinz Communications for InMobi sue@einsteinz.com.au 0466 964 786 InMobi Appoints Krista Thomas Senior Vice President and Global Head of Marketing for InMobi Marketing Cloud 2021-04-09T01:57:54Z inmobi-appoints-krista-thomas-senior-vice-president-and-global-head-of-marketing-for-inmobi-marketing-cloud Sydney, Australia – Friday, April 9, 2021 – InMobi, one of the world’s leading independent marketing cloud today announced that it has appointed Krista Thomas, Senior Vice President and Global Head of Marketing for InMobi Marketing Cloud. The proven ad tech veteran will leverage 20 years in the media and marketing industries to dramatically expand InMobi Marketing Cloud’s global awareness and influence, optimise customer acquisition, and launch innovative new solutions that leverage InMobi’s end-to-end advertising solutions to activate audiences, drive meaningful connections, and ignite growth. “As InMobi builds toward its next phase of growth, we are thrilled to welcome Krista to the executive team as InMobi Marketing Cloud’s first Global Head of Marketing,” said Abhay Singhal, Co-Founder of InMobi Group and CEO, InMobi Marketing Cloud. “She will play an instrumental role in advancing our mission to drive real connections between brands and consumers through intelligent, mobile-first experiences.” “InMobi Marketing Cloud has delivered steady growth around the world, extending its lead as a top three mobile advertising provider and the only one fully committed to transparency and an open media ecosystem,” said Krista Thomas, SVP and Global Head of Marketing, InMobi Marketing Cloud. “Coming off of 2020, consumers time spent with mobile is up 20% to 4.2 hours per day – 8% more than Live TV[1] – and corresponding media spend is up 26% to $240 billion[2]. As vaccines continue to roll-out and doors reopen, businesses everywhere are seeking partners that can help them reengage and reignite their audiences to take or defend market share. InMobi is that partner, and now is the time.” Previously, Thomas was SVP Marketing for Amobee where she helped define the company’s TV-first strategy, built a world-class marketing discipline, and relaunched the brand’s positioning and messaging in support of its breakthrough CTV Allocator solution. With the onset of Covid-19, Thomas was also a co-founder of the #AdTechCares consortium. Now comprising 50+ industry partners, including InMobi, #AdTechCares has launched three Covid-19 PSA campaigns to combat misinformation about the pandemic and vaccines, support fact-based journalism and affirm that Black lives matter around the world. To learn more, visit AdTechCares on LinkedIn. Formerly, Thomas was SVP Marketing for VideoAmp and previously, VP Product Marketing for Rubicon Project (now Magnite) where she helped the company go public in 2014 and collaborated closely with InMobi to launch and drive the adoption of programmatic mobile and video advertising around the world. Earlier, she rose through the ranks of eBay / Shopping.com, AOL Time Warner, and Thomson Reuters and helped launch such startups as Ad.ly, Quantcast, and Sean Parker’s Plaxo. About InMobi InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognised on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com. Krista Thomas, SVP & Global Head of Marketing, InMobi Marketing Cloud [1] Nielsen Total Audience Report, August, 2020: https://www.nielsen.com/us/en/insights/report/2020/the-nielsen-total-audience-report-august-2020/ [2] App Annie, State of Mobile, March, 2021: https://www.appannie.com/en/go/state-of-mobile-2021 InMobi ramps up presence in ANZ to boost its programmatic business 2021-04-07T22:00:00Z inmobi-ramps-up-presence-in-anz-to-boost-its-programmatic-business Australia, April 8, 2021- InMobi, the world’s leading marketing cloud, has bolstered its Australia and New Zealand operations with the appointment of Aimee Jenkins as Sales Manager and the promotion of Nicholas Robson to a newly created national role of Head, Agency & Strategic Clients. The appointments come as InMobi doubles down on its programmatic business in Australia and New Zealand via the InMobi Exchange. Aimee joins InMobi from mobile-only adtech company Kargo where she was NSW Sales Manager and having previously worked at Mamamia as Business Development Manager. Nicholas Robson steps into the newly created role of Head, Agency & Strategic Clients, ANZ after spending less than a year as InMobi’s Head of Sales, NSW and QLD. InMobi VP & GM Richard O’Sullivan re-joined the company in 2019 to drive InMobi’s digital transformation & growth in ANZ, having previously spent over four years in senior roles with the company in the Dubai, Singapore and New York offices from 2012-2016. He commented, “The appointments of Aimee and Nicholas further strengthen our strategic sales capabilities and ensure we are well positioned to capitalise on the upswing in demand for InMobi’s mobile marketing platforms and solutions, especially InMobi Exchange. In the last twelve months, the InMobi Exchange business in ANZ has grown by over 350%, from a strong base, as the impact of the pandemic has accelerated mobile-led digital transformation for brands and driven significant adoption of new products such as header bidding in parallel.” For more information on the InMobi Marketing Cloud please visit https://www.inmobi.com/ Aimee Jenkins, Sales Manager Inmobi Nicholas Robson, Head, Agency & Strategic Clients, InMobi /Ends About InMobi InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognised on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com. Media enquiries: Sue Ralston Einsteinz Communications for InMobi sue@einsteinz.com.au 0466 964 786 InMobi Joins Prebid.org, Bringing Deep In-App Expertise to Accelerate Collaborative Mobile Initiatives 2021-03-03T21:56:58Z inmobi-joins-prebid-org-bringing-deep-in-app-expertise-to-accelerate-collaborative-mobile-initiatives Sydney -- March 4, 2021 -- InMobi is pleased to announce it has joined Prebid.org, the independent organisation designed to ensure and promote fair and transparent marketplaces across the industry, as a Technology Partner Member. As a firmly established in-app leader in the industry, InMobi will impart strategic counsel and engineering resources to key Prebid initiatives. As further validation of the deep involvement InMobi plans to provide, InMobi will join the following Prebid working groups: Prebid Mobile, Prebid CTV-OTT Taskforce, Video Taskforce, and Identity. Mobile continues to be an important channel for marketers as consumers spent an average of 4.5 hours a day using mobile devices in 2020, according to eMarketer. Additionally, significant changes to identity are on the horizon and Prebid.org is working on initiatives to ensure the Prebid community is well prepared for the deprecation of mobile identifiers like IDFA. “InMobi’s experience and influence in the mobile space will be invaluable to the Prebid.org community,” said Tom Levesque, President of Prebid.org. “We appreciate InMobi’s interest in Prebid.org’s mission and look forward to collaborating with them as the programmatic ecosystem evolves and matures.” Prebid.org is an industry-wide initiative supported by a diverse group of approximately 100 members, representing publishers, buyers, exchanges, and technology providers dedicated to promoting fair, transparent, and efficient solutions for programmatic advertising. “InMobi’s core values revolve around trust and transparency which is something we see echoed in Prebid.org’s actions and were eager to be part of,” said Abhay Singhal, CEO at InMobi. “In just a few short years Prebid.org has built an open-source community that has added value for all sides of the digital advertising industry and improved the way we work with each other. We are excited to contribute knowledge and resources to ensure Prebid.org’s mobile initiatives are effective and widely embraced.” About InMobi InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognised on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com. About Prebid.org Formed in September of 2017, Prebid.org is an independent organisation designed to ensure and promote fair, transparent, and efficient header bidding across the industry. Funded by dues-paying members, it manages the open-source projects Prebid.js, Prebid Mobile, Prebid Server, Prebid Video, Prebid Native, and others. Prebid.org is open to all companies who are part of the programmatic ecosystem, from ad tech vendors to publishers and others. We believe that, working together, we can drive standardised, transparent technology for advertising that will make it easier for buyers and sellers to transact at scale in a fully programmatic ecosystem. Media Contacts InMobi: Einsteinz Communications Sue Ralston Ph: +61 02 8905 0995 sue@einsteinz.com.au Prebid.org: Charlstie Veith press@prebid.org Membership Contact membership@prebid.org InMobi Joins Forces in Launching the Post-IDFA Alliance to Drive Marketing Success Following Apple’s Upcoming Policy Changes to Identifier for Advertisers 2021-02-18T03:03:07Z inmobi-joins-forces-in-launching-the-post-idfa-alliance-to-drive-marketing-success-following-apples-upcoming-policy-changes-to-identifier-for-advertisers Sydney, Australia (Feb 18, 2021): InMobi, the world’s leading marketing cloud, today announced the launch of the Post-IDFA Alliance, a partnership of mobile marketing technology companies focused on addressing the concerns of mobile marketers and app publishers in the wake of Apple’s recent update to their IDFA policies. The alliance, which includes Liftoff, Fyber, Chartboost, Vungle, Singular and InMobi, represents a broad spectrum of companies instrumental to the mobile advertising industry.   Apple's upcoming iOS 14 update will give users the choice to block the Identifier for Advertisers (IDFA) at the app level, while requiring the industry to adopt the App Tracking Transparency framework (ATT) and SKAdNetwork to ensure adherence to Apple’s consumer privacy guidelines.   In response to the update, the alliance -- representing demand-side platforms, supply-side platforms, and mobile measurement partners -- has launched “No IDFA? No Problem”, a resource for mobile marketers and app publishers to support a seamless transition to the post-IDFA privacy-oriented landscape. Featuring a wealth of videos, articles, case studies, best practices, webinars, and tools, this website arms app publishers and marketers with actionable information to stay competitive in a more privacy-centric mobile advertising environment.   “InMobi has always put consumer privacy first and fully supports the spirit of the IDFA changes. Being a big shift for iOS-heavy markets like Australia and New Zealand, the Post-IDFA Alliance will play a key part in educating marketers and enabling a seamless transition. More importantly, this will ensure that marketers continue to drive high impact and ROI from their mobile marketing,” said Richard O’Sullivan, Vice President, Australia and New Zealand at InMobi. “We look forward to bringing InMobi’s unique mobile programmatic expertise to this initiative and drive marketing success for advertisers through this alliance.”   "Apple's coming policy change is one of the biggest shifts in mobile marketing in recent years, and our community-minded effort gives marketers the tools they need to navigate that shift seamlessly," Dennis Mink, VP Marketing for Liftoff elaborated, "With expertise from supply-side, demand-side, and measurement, we aim to ensure a smooth and successful transition into this new era, with the assurance that marketing can and will continue to be just as effective on iOS in this more privacy-centric manner."   “Properly preparing for post-IDFA user acquisition, and doing so quickly, will lead to a significant competitive advantage for marketers. But it’s clear from the current state of industry preparations that many are still scrambling to get their teams and tech ready for the massive shift,” explained Gadi Eliashiv, CEO and Cofounder at Singular. “That’s why we’re excited to join the Post-IDFA Alliance and work alongside industry-leading partners to provide educational resources that’ll help marketers adapt and ultimately continue to drive growth for their business.”   "Co-leading this alliance with our partners is crucial as close collaboration between supply, demand, and measurement is important to help mobile marketers and publishers navigate the uncertainty and challenges of the post-IDFA era," adding to it, Alon Golan, VP Product at Fyber, shared, "Solutions for privacy-aware advertising, like contextual targeting, make us look forward to a bright, privacy-friendly mobile advertising environment."   “It’s important that key industry stakeholders come together to educate and support app publishers and marketers as we navigate Apple’s privacy changes, which affect both buy-side and monetization initiatives”, said Maggie Mesa, SVP Global Supply & Partnerships at Chartboost. “We are excited to be part of the Post-IDFA Alliance to provide knowledge and resources to help app developers succeed.”   As marketers and app publishers adapt to this new normal, this alliance is also developing new techniques and protocols to maximize the success of its clients, investing in research into alternatives such as “blended LAT traffic,” a precursor of what to expect with the rollout of IDFA opt-in changes.   Jonas Jaanimagi, Tech Lead at IAB Australia commented “IAB Australia will always support any collaborative initiative aimed at providing objective support, awareness and best practices to the industry in preparation for any significant changes impacting digital marketing – particularly the impending release of the AppTrackingTransparency framework in Apple’s iOS 14.5. Additionally, we have recommended for some time that vendor partners assist in reviewing the iterative versions of the SKAdNetwork API and provide critical support with its registration and integration for future campaign measurement and attribution within iOS environments.”   If you are interested in joining the IDFA alliance and contributing your knowledge to help ensure a successful transition, please email us at joinus@noidfanoproblem.com.   Richard O'Sullivan, Vice President, Australia and New Zealand, Imobi About InMobi InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognized on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com.