According to the two companies, the InMobi Exchange will be the largest mobile-first programmatic exchange on the market, allowing tens of thousands of advertisers to reach 759 million active monthly users globally, across 30,000 mobile apps.
InMobi also says it’s working with the Rubicon Project and the IAB Open RTB Working Group to standardise native programmatic buying, in what’s becoming a race to synergise the two biggest trends impacting the mobile ad industry.
InMobi CEO Naveen Tewari said:
“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.”
InMobi/Rubicon’s new native ad exchange joins similar native exchange solutions offered by Twitter/MoPub, OpenX and the mobile games-focused exchange by NativeX. Of course, InMobi took its native ad creation platform out of beta last month and, as co-founder Abhay Singal told us, the company says it analysed thousands of apps to assess how native formats can be scaled and integrated. So it will be interesting to see how InMobi’s solution will marry RTB and native formats.