InMobi integrates mobile supply with Yahoo’s DSP for direct advertiser access

InMobi, a provider of content, monetisation and marketing technologies that help businesses fuel growth, has today launched a direct integration of its InMobi Exchange supply-side side platform (SSP) into Yahoo’s demand-side platform (DSP).

This will give advertisers, brands, and media buyers across Yahoo’s extensive global portfolio of clients direct access to premium in-app supply and a global user base, at scale.

Previously, InMobi’s substantial supply of international audiences had only been available through third-party exchanges for Yahoo; this collaboration provides SDK-powered direct inventory, without intermediaries, creating smooth supply path optimisation for advertisers around the world and establishing increased transparency and efficiency for buyers. For InMobi’s wide stable of publisher partners, being plugged directly into Yahoo’s DSP means increased monetisation capability and higher coverage with premium Fortune 500 brands.

SDK stands for software development kit. Also known as a devkit, the SDK is a set of software-building tools for a specific platform, including the building blocks, debuggers, and, often, a framework or group of code libraries such as a set of routines specific to an operating system (OS).

“Yahoo and InMobi have a long and distinguished presence in the region and their direct integration brings together two heavyweights for the first time at scale,” said InMobi VP and GM, Australia & New Zealand, Richard O’Sullivan. “Advertisers accessing Yahoo DSP will now have access to mobile-first inventory across both premium supply and the increasingly, in-demand gaming.”

Yahoo’s omnichannel DSP is fueled by more than 200 billion data signals, enabling optimised and efficient reach and relevance. Yahoo partners with the industry’s premier supply, including its own SSP, to bring advertisers and brands robust inventory opportunities, while driving supply optimisation.

“Supply path optimisation is an important element that many are focused on throughout the industry,” added InMobi senior vice president and general manager, publisher platform, and exchange, Kunal Nagpal. “This partnership gives advertisers a straight line to the Yahoo DSP with greater efficiencies in setting up and optimising campaigns to better reach target audiences.”

“Yahoo cultivates robust, diverse premium supply,” contributed Yahoo vice president of global revenue and client solutions, Elizabeth Herbst-Brady. “In partnering with InMobi, we’re creating a more direct line of sight for advertisers and boosting transparency and optimisation opportunities.”

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Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

topics demand side platform DSP Elizabeth Herbst-Brady InMobi Kunal Nagpal Richard O'sullivan SDK SSP Supply Side Platform

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