InMobi And Rubicon Project Add Mobile Video Inventory To Native Ad Exchange
Companies aim to bring scale to programmatic buying of video and native advertising across mobile.
InMobi and Rubicon Project have added video inventory to the InMobi Exchange, which launched just last week as a hub buying for mobile native advertising.
The exchange offers programmatic reach across more than 7,800 apps, per the companies, to give advertisers access to mobile native and video placements at scale.
Customers include Publicis Groupe, WPP and Omnicom, according to InMobi.
“Custom content is an important part of communicating with our audience. Native ads as a delivery mechanism of that content allow us to have an experience that is user-friendly. The next logical step is personalization of this content while still being able to deliver at scale,” said Oleg Korenfeld, SVP, Ad Technology & Platforms, MediaVest. “This is why it’s exciting to see programmatic buying methods becoming more available for native executions.”
InMobi is rallying for the end of the banner and says mobile native and video ads typically deliver two and five times better than mobile banner units, respectively.
“This advances our vision for a ‘no banner’ mobile advertising world,” said Anne Frisbie, Senior Vice President – Global Alliances & Programmatic, InMobi. “With 40% of the InMobi Exchange now powered by these superior native and video ad formats, and growing, we are excited that over 20 major buying platforms have already extended their support.”