Curated, by InMobi offers private marketplaces for mobile advertisers

InMobi has launched a series of customised private marketplaces Curated, by InMobi on the InMobi Exchange to allow mobile advertisers reach niche audiences.

The announcement:

InMobi, a leading provider of content, monetisation, and marketing technologies that help businesses fuel growth, has today launched Curated, by InMobi, a series of privacy-compliant customised private marketplaces on the InMobi Exchange to help mobile advertisers in Australia and New Zealand better reach and engage with relevant niche audiences.

Curated, by InMobi marketplaces include Shopping, Gaming, Crypto, Premium Sports, and Culturally and Linguistically Diverse (CALD), with additional verticals to be added in the coming months. Each private marketplace (PMP) leverages both audience data and contextually relevant supply to deliver highly relevant brand safe marketplace for advertisers to reach their target consumers. Additionally Curated, by InMobi offers custom creative support, pre-built supply packages and a managed service for optimising campaign performance.

Richard O’Sullivan, VP and general manager of InMobi ANZ commented, “Curated, by InMobi, will enable advertisers in Australia and New Zealand to reach valuable niche audiences in an efficient and effective manner and generate a high return on advertising spend. Our specialist supply-side expertise enables us to deliver the type of vertical-sector audiences that can be difficult to reach in the open marketplace, whilst the combination of audience and contextually relevant supply ensures privacy compliance to each sectors’ requirements.”

Curated, by InMobi is the latest innovation from InMobi Exchange which helps mobile advertisers reach high quality audiences with compelling creative. This new series of plug-and-play PMPs have been designed to ensure brands and their agencies can easily reach more complex, niche, or time-intensive audiences that are impacted by issues including: specialist supply (CALD) and regulation (Crypto, Gaming), seasonality (Shopping and Premium Sports).

Curated is already being leveraged by Agency Trading Desk partners like Xaxis. Nick Brignell, general manager – Specialty Business at Xaxis added, “At Xaxis, we are always looking for ways to transform digital media investments for brands into real business outcomes while keeping in mind elements such as context, transparency, brand safety and more. Curated, by InMobi, is a step in that direction as we explore more efficient and scalable programmatic media buying in an identity- and cookie-less future.”

Jonas Jaanimagi, technology lead, IAB Australia welcomed the introduction of Curated, by InMobi. He noted, “SDAs are privacy-by-design specifications enabling inherently consented, easy, and trustworthy methods of surfacing valuable signals to buyers without any exchange of user identifiers in the process. As mobile increasingly becomes the dominant device type for the discovery and purchase of products and services, it’s critical that our industry continues to innovate in how we deliver mobile advertisers seamlessly access rich, diverse, and niche audiences in privacy-compliant ways.”

Source: Einsteinz Communications


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