InMobi and Rubicon launch mobile advertising exchange
InMobi, the world’s largest independent mobile advertising network, and Rubicon Project, a leading technology company in advertising, have teamed up to unveil their new mobile advertising exchange. It creates the largest hub of its kind, allowing marketers to buy and sell ads using mobile technology and apps.
As demand for native ads increases, InMobi also works with IAB OpenRTB Working Group to create a more robust platform.
Naveen Tewari, CEO, InMobi, says:
“We are committed to improving the mobile user experience, whether through the aesthetic of native ads or relevant advertising, based on our deep understanding of mobile consumer behavior. In selecting Rubicon Project’s Advertising Automation Cloud to power our InMobi Exchange, we are taking the next natural step by bringing these custom native experiences to programmatic buyers and sellers at scale. We believe that this represents the next era of digital media buying globally.”
CEO, Founder and Chief Product Architect of Rubicon Project, Frank Addante, adds:
“Rubicon Project has developed the scale and speed required to power the largest independent marketplace that automates the buying and selling of advertising. Our infrastructure and massive installed base of buyers, combined with InMobi’s mobile expertise and scale, creates one of the largest automated global exchanges poised to accelerate mobile advertising adoption.”
InMobi holds partnerships with around 100 publishers, including Tango, with half of its in-mobile ads landing on games. The group faces competition from Pubnative and OpenX, which also have begun to offer native ad exchange platforms.