Mobile ad network, InMobi, has partnered with content discovery platform, Taboola, to allow mobile marketers to serve personalised content to consumers. Taboola technology will be integrated into InMobi’s network of mobile advertisers, that includes 700 native mobile apps across a wide variety of sectors.
Taboola and InMobi partner for personalised mobile content
The partnership seeks to engage consumers through content and native marketing, emphasising a product’s story. That is also a key mission of InMobi’s discovery commerce platform Miip. The connection to InMobi will enhance Taboola’s network, which reaches more US desktop users than Facebook according to comScore, tapping into a market of more than a billion premium mobile consumers across 200 countries.
Naveen Tewari, Co-founder and CEO, InMobi, says:
“We have been moving towards a native-first mobile advertising world which provides a more customized user experience and improved performance rates. Our partnership with Taboola is a direct extension of our mission to create non-disruptive content discovery experiences, and we’re thrilled to leverage Taboola’s high-quality content and predictive technology.”
With over 50% of Taboola’s revenue coming from mobile traffic, mobile is a vital part of its business. Its engine analyses hundreds of signals such as device, geographic location, behaviour and social media trends.
Adam Singolda, Founder and CEO, Taboola, explains:
“The web is shifting from mobile-first to mobile-only. Marketers are looking for new and innovative ways to reach consumers at scale, especially in mobile, and storytelling is the most powerful method of connecting with individuals on an emotional level. We’re excited to merge our many years of experience recommending personalized content with InMobi’s global network of native mobile apps to further drive engagement, brand awareness, and ultimately – action.”