09

September

Preparing for iOS 14: Insights from InMobi Exchange CAB Identity Focus Group

Apple’s recent announcements regarding iOS 14 and its expected impact on the Identifiers for Advertisers (IDFA) have been in the news for the last few weeks. Everyone from advertisers to publishers and the other ecosystem players are discussing its likely impact on in-app advertising and monetization.  To get a better sense of how the mobile advertising ecosystem will cope with these changes, we convened experts from across the supply chain as part of the latest effort related to our InMobi Exchange Customer Advisory Board (CAB).  As you might have read in our CAB mid-year update from June this year, we decided to change the format of our in-person, large group CAB meeting to video chats with smaller groups. We also saw this as an opportunity to use these smaller groups for more focused chats on specific themes. One of those themes for us this year was identity.   The Identity group included representation from publishers (Kwalee and MyRadar), demand-side platforms (Criteo, Amazon, Moloco) and our identity partner LiveRamp. You can check out our full list CAB members on this page.  Here are some insights from the meeting 

Posted on September 09, 2020
By Team InMobi

02

September

Mobile Ad Creatives Best Practices with InMobi and Celtra [New Report]

What do the very best mobile ad creatives look like, and what kinds of results can they drive for in-app marketing campaigns? For a deep dive on creative best practices, the in-app mobile advertising experts at InMobi teamed up with the creative teams over at Celtra to take a deep dive on the role of creatives in mobile marketing and how an ad creative, working in lockstep with other key components to in-app ad campaigns, can drive key results for in-app marketing teams.  Download this report, titled Understanding Quality Ad Creative for Mobile Screens, today to learn:  Common traits of top ad creatives, including banners and video ads, with details on why interactivity, branding and a strong call to action are key.  Why targeted audiences should see customized mobile ad creatives.  How top ad creatives can drive ideal ad performance around everything from branding to user acquisition, and what ideal conversion rates look like.  Why creatives are a key component to ad spend budgets.  GET IT NOW Sneak Peek of the Report  Get an advanced look at the report before you download it! Check out three of the chapters today:  Introduction  What does a successful

Posted on September 02, 2020
By Team InMobi

21

August

Mobile Insights with InMobi: Q&A with Kunal Nagpal on Political Advertising

Welcome to another edition of Mobile Insights with InMobi! This is our new Q&A series, where we sit down with leading mobile marketing and in-app advertising experts to get their take on the current state of the world.      Note: Want to listen to previous editions of Mobile Insights with InMobi? Head to our SoundCloud page for more.    For this interview, I sat down again with Kunal Nagpal, GM of Publisher Platforms and InMobi Exchange, on August 12. In this conversation, we talked about the current state of political advertising, what political advertisers need to know about mobile and the approach InMobi is taking regarding political advertising, among other topics. Tune in now to hear the whole conversation!  LISTEN IN Top Quotes from Kunal  “They were spending a lot of money on physical events. And so now both [Democrats and Republicans] have sort of changed tracks. We're seeing candidates, as well as the the super PACs behind them, looking now back into the digital space for their spend. We've been seeing a spike come back in the last two weeks or so and we expect the spends to only go up from here.”  “I think lot of the ads now are about fund raising. Interestingly, the fund raising, especially for the

Posted on August 21, 2020
By Matt Kaplan

20

August

InMobi Exchange, iOS 14 and IDFA: What You Should Know

Apple announced major IDFA-related changes from iOS 14 onwards at WWDC 2020. As a result, how advertisers and publishers use IDFA for scalable user-level ad targeting and personalization will be impacted.   What App Publishers Need to Know  With iOS 14, publishers and developers are required to provide a purpose string that’s displayed to users through a pop-up and explains why they would want to track a specific user. InMobi fully supports this change being introduced in iOS 14 in the spirit to put the privacy of users first and giving people more control over the way their personal data is managed.    While we do not yet have any neutral data to benchmark or estimate the opt-in rates yet, it’s likely that the number of users who opt-in will be low for apps in iOS 14. In this likely scenario, implementing meaningful value exchange with the users in return for data should be a priority for publishers.   What we know today from our analysis testing apps on the iOS 14 developer build are the following:   Publishers and app developers need to implement the AppTrackingTransparency framework before iOS 14 is released. Failing to do so, publishers face the risk of losing potential ad revenue from users who update to iOS 14.    Permissions

Posted on August 20, 2020
By Team InMobi

10

August

iOS 14 and IDFA: What Advertisers Need to Know

At its annual Worldwide Developers Conference (WWDC) this year, Apple unveiled the latest version of its mobile operating system, iOS 14, among other announcements. But in the world of ad tech and mobile in-app advertising, the biggest news from WWDC this year related to its ID for Advertisers (IDFA).  Specifically, Apple is now requiring every app to gain user permission to collect and use their IDFA for advertising purposes. Apps can only ask for opt-in permission once, the look and language of the ask is largely set, and all iOS apps will be required to ask their users on iOS 14 and greater.   This move is part of a greater push from Apple around privacy on their end, to ensure consumer data is collected and used in a highly transparent manner. InMobi, and many others in the mobile advertising space, are very aligned with and very supportive of this overall goal.   At this point, with iOS 14 not set to be released for a few weeks now, it’s still too early to know what the repercussions of this change will be or to otherwise have clarity on what its final impact will be for the ecosystem. But considering that the majority of in-app ad spending in the U.S. occurs on Apple devices and the outsized role Apple plays in the mobile

Posted on August 10, 2020
By Team InMobi

02

July

What To Expect From InMobi Exchange In 2020: InMobi Exchange CAB Mid-Year Update

InMobi organized the first edition of CAB (customer advisory board) in January 2020, where we gathered industry leaders from across the ecosystem to discuss the product roadmap for the year and beyond. The goal of this board was to channel customer feedback in a more open, diverse forum, and provide our customers a direct channel to guide InMobi’s product roadmap in a way that helps them the most.    Updates as of June 2020   As we shared in our blog earlier this year, we had decided to work on five major themes. Here are the updates on what work InMobi has been doing over the past six months.  1) Working To Solve Identity And Measurement Challenges    InMobi became the first mobile supply-side platform (SSP) to integrate with LiveRamp’s IdentityLink solution, which enables InMobi Exchange advertisers to run campaigns with accurate cross-channel targeting and measurement.    We will continue to work with players across the ecosystem to advance the adoption of neutral, open and interoperable identity solutions like IdentityLink through close collaboration with LiveRamp, Beeswax and others. We are continuing to evaluate other identity partnerships that represent the most value for customers in the near to medium term.    2) Making

Posted on July 02, 2020
By Team InMobi

23

June

InMobi + Meetrics: Strengthening Our Commitment to Viewability

We are pleased to announce our new partnership with Meetrics to offer more advertisers the transparency required to trust ad delivery data. With this new partnership, we are taking another step forward in strengthening our commitment towards measurement and verification of ad effectiveness. As content consumption behavior and advertiser ad budgets increasingly shift to digital channels like mobile, viewability as a measure of ad effectiveness has evolved from something that’s nice to have but hard to measure into a necessity. Independent ad viewability verification is now integral to any mobile in-app campaign. Meetrics is one of the first measurement vendors to be certified by the Media Rating Council for the measurement of display and video ad viewable impressions. This partnership opens opportunity for all our demand partners in Europe and across the globe to strengthen viewability measurement and optimize media spends with a trusted partner. The addition of Meetrics to our panel of leading viewability measurement partners also reinforces transparency on the reach and the impact we deliver for our advertisers through InMobi Exchange. With this new partnership, our demand partners now have more choice in determining which of the many leading measurement partners InMobi works with they want to leverage for their in-app advertising campaigns. Demand partners running campaigns on InMobi Exchange can now simply choose to measure their ad viewability via Meetrics. Alternatively, advertisers can also get started by appending Open Measurement SDK-enabled tags from Meetrics

Posted on June 23, 2020
By Team InMobi

11

June

InMobi’s Stance on Political Advertising in the U.S.

As the 2020 U.S. Presidential election begins to really get going, we at InMobi wanted to address how political advertising will work on InMobi Exchange and how we are taking multiple steps to ensure media campaigns are run responsibly.  For reference, we define political content as content that references a candidate, political party, elected or appointed government official, election, ballot measure or legislation.  Political and election ads can run on our open exchange globally but with some specific local law based restrictions. InMobi’s demand partners are expected to comply with these restrictions. For example, New York state laws have specific donor disclosure and disclaimer requirements that advertisers need to comply with for state elections in New York. Specifically, on the creatives themselves, media buyers need to ensure that the creatives used comply with locally acceptable legal and societal sensitivities. We want to make sure that all political ad creatives running on InMobi Exchange are appropriate for both end users and publishers.   To this effect, appropriate disclaimers and disclosure requirements must be adhered to by demand partners and publisher partners, as required by applicable laws. As an additional check point, these creatives will be reviewed by our ad operations team and only approved if they adhere to 

Posted on June 11, 2020
By Team InMobi

09

June

Mobile Insights with InMobi: Q&A with Bismit Bikash Boruah on Ad Buying Trends on InMobi Exchange During COVID-19

COVID-19 has led the world into a new normal and almost all sectors of the economy were disrupted as restrictions were imposed. As a result, advertisers across verticals are pivoting brand awareness messaging to match consumer sentiments.  Now more than ever, the success of a digital campaign depends on addressing the most relevant audiences and driving the most relevant KPIs.   In this Q&A, we chat with Bismit Bikash Boruah, Director, Programmatic Marketplace at InMobi, and look into changing trends we’re seeing on InMobi Exchange our leading in-app exchange. Listen in to the 32-minute conversation today!  LISTEN NOW   InMobi · Mobile Insights with InMobi: Q&A with Bismit Bikash Boruah on Advertiser Trends During COVID-19 Key InMobi Exchange Insights February to May 2020  Gaming  Spending in mobile gaming grew in May by 90% compared to February.  Key Takeaways:  80% of the rise in spending was driven by casual gaming.  Spends here are likely increased proportional to an increase in daytime gaming hours.  Video continues to be the highest performing format for in-app.  QSR and Food Delivery  Food delivery has seen a huge increase while QSR spending remains down.  Key Takeaways:  As restaurants were forced to close, QSR advertising budgets significantly reduced in April.  Food delivery brands aggressively increased spends and incorporated

Posted on June 09, 2020
By Matt Kaplan

29

May

Mobile Insights with InMobi: Q&A with Kunal Nagpal on InMobi Exchange and In-App Programmatic Trends

Welcome to another edition of Mobile Insights with InMobi! This is our new Q&A series, where we sit down with leading mobile marketing and in-app advertising experts to get their take on the current state of the world.    Note: Want to listen to previous editions of Mobile Insights with InMobi? Head to our SoundCloud page for more.  For this interview, I sat down with Kunal Nagpal, GM of Publisher Platform and Exchange at InMobi, on May 1. In this 23-minute conversation, we talked about the current state of InMobi Exchange, how different demand-side platforms are coping with COVID-19 and what brand marketing looks like today. Tune in now to hear the whole conversation!  LISTEN NOW   InMobi · Mobile Insights with InMobi: Q&A with Kunal Nagpal on InMobi Exchange and In-App Programmatic Trends Full Interview Transcript MATT:  Hi everyone. Welcome to another edition of Mobile Insights with InMobi. As always, this is your esteemed host, Matt Kaplan from InMobi's marketing team, and today, very excited to have Kunal Nagpal join me. Kunal can you give everyone listening in a quick introduction?   KUNAL:  Sure thing, happy to be here Matt. Hi everyone. I am the GM for our exchange and publisher platforms. Basically means,

Posted on May 29, 2020
By Matt Kaplan

01

May

Mobile Insights with InMobi: Robyn Meyers on Video Streaming during COVID-19

Welcome to our second edition of Mobile Insights with InMobi! This is our new Q&A series, where we sit down with leading mobile marketing and in-app advertising experts to get their take on the current state of the world.   Note: Want to check out our first installment in this series where we talk mobile gaming with InMobi’s Jobie Tan? Click here to check it out.  For our second interview, I sat down with Robyn Meyers, InMobi North America’s  Vice President of West Coast Brand Partnerships, to discuss the current state of entertainment and streaming during the COVID-19 pandemic. In our 18-minute conversation, we talked about the current state of the streaming wars, which kinds of titles are especially popular right now and what media and entertainment companies need to do to see success today during these unprecedented times. Tune in today to hear the full conversation!   LISTEN NOW InMobi · Mobile Insights with InMobi: Q&A with Robyn Meyers on Media and Entertainment During COVID-19   Q&A Transcript  MATT:  Hi everyone. Welcome to another edition of Mobile Insights with InMobi. This is Matt Kaplan from InMobi’s marketing team here, and today. I'm very excited to be joined by the

Posted on May 01, 2020
By Matt Kaplan

24

April

Mobile Insights with InMobi: Jobie Tan on Mobile Gaming during COVID-19

Welcome to our first ever edition of Mobile Insights with InMobi! This is our new Q&A series, where we sit down with leading mobile marketing and in-app advertising experts to get their take on the current state of the world. For our very first interview, I sat down with Jobie Tan, InMobi’s Director of Business Development, to discuss the current state of mobile gaming during the COVID-19 pandemic. In our 18-minute conversation, we talked about why people are turning to mobile gaming apps in this moment in time, which kinds of titles are especially popular right now and what games need to do to see success today during these unprecedented times. Tune in today to hear the full conversation!   InMobi · Mobile Insights with InMobi: Q&A on Mobile Gaming with Jobie Tan Q&A Transcript MATT: Hi everyone. This is Matt Kaplan from InMobi's marketing team. Thanks for tuning in to our first ever edition of Mobile Insights with InMobi.For our very first guest, very excited to have Jobie Tan with us today. Jobie, can you give a quick intro of your role here at InMobi? JOBIE: Hey Matt, how’s it going? Thanks for having me.I head business development for global games over here at InMobi, and I work with publishers and developers, working with them to help them monetize their apps. MATT: Awesome. Great. So, so

Posted on April 24, 2020
By Matt Kaplan

22

June

YaWiO

A wise man once said the purpose of life is NOT to become MORE than you are but to become WHO YOU ARE meant to be. And if we were to put that in the corporate context briefly, it would mean we provide an environment where the best that is hidden in each individual is truly culled out. If that were to happen, the outcomes would be unbelievable.That is what we want our culture to nurture. And we acknowledge its easier said than done and it’s a very long journey.At InMobi, we see culture as the way we respond to any person or situation within our org. Ancient philosophers and modern thinkers promote various versions of ‘how we respond to obstacles is what defines us’. So our question was, ‘Do our responses to people and situations bring out the best in each of us? And when we say respond, we mean both, said and unsaid responses. Unsaid responses are as important because often culture is like the wind – it’s the presence that can’t always be directly seen, but it can be felt very strongly.And here is one truth we have seen over the years – whether it’s a team of 3 or a nation of a billion, culture exists in every community. So the choice is between letting an unconscious culture crop up like weeds or consciously creating a culture we truly love.We could

Posted on June 22, 2015
By Anson Ben

11

March

Launching InMobi Appographic Targeting™

Over the last two years, we sought out and met hundreds of app developers across the world to ask them two simple questions - “How would you describe your app?” and “Who is this app designed for?”While the specifics vary, the responses’ structure was almost always a variant of the following sentences: “Have you used app A? It’s kind of like that, but with X being a key differentiating concept”“It’s an app that lets users do XYZ”“The audience for this app is very similar to the audience of app A”“Users who play Game A and Game B will love my app”Very rarely have we heard an app developer describe their app in terms of app store categories, and almost never in terms of a demographic or a location. As humans, we tend to relate to new things in terms of something we already know, which helps us anchor new experiences. This translates to how people perceive apps, as well, where app definitions and potential audiences are referenced in terms of other apps, with a few key differentiators.This is where the core insight for Appographic Targeting™ emerges. Users and app developers have a common language of evaluating and developing new apps - the language of how apps are described in terms of key functional, design and interactive elements that appear in those apps and similar apps. This language, like any other language, has

Posted on March 11, 2015
By Abhishek Bapna

27

October

InMobian for Life – Our first alumni networking event

Earlier this month, we invited all our San Francisco based alumni to join us for a fun evening of nostalgia and networking. The event was a celebration of our history together. The party was also in recognition of the contribution of every InMobian – current and past - in building InMobi. Amidst all the fun, it was a great opportunity to soak up the bonhomie and know that InMobi has so many well-wishers within the industry. Likewise, several alumni told me that they were so enthused that InMobi still cares for them and their progress. And, of course, nobody needs to teach InMobians how to party! Between the great food, awesome drinks and scintillating conversation –the event was a roaring success. We are already gearing up to host the next edition so stay tuned for more!

Posted on October 27, 2014
By Kaavya Kasturirangan

08

October

InMobian For Life - Launch of InMobi Alumni Network

It's time to renew old friendships, establish new ones and expand our network.We are excited to announce the launch of the InMobi Alumni Network on LinkedIn. The InMobi Alumni Network (IAN) is a community of current and past InMobians, across the globe. This forum is just one of the many initiatives planned to keep the InMobi spirit alive, share exciting news about the company, stay in touch with past employees, seek referrals and simply network. Employees and ex-InMobians can request to join the InMobi Alumni Network (IAN) by clicking here. Let's stay in touch!

Posted on October 08, 2014
By Kevin Freitas

29

July

探秘 InMobi 班加罗尔办公室

印度人在硅谷的表现可用“风生水起”来形容。今年2月,微软漫长的CEO海选终以萨提亚 纳德拉(Satya Nadella)的胜出,一时间,这位印度面孔的鲍尔默接班人,引起了全球的瞩目。6月末Google I/O大会上,桑达尔皮查伊(Sundar Pichai)成了舞台上绝对的主角,印度裔高管再一次闪耀硅谷。印度科技业的成功早已不是新闻,无论是软件教育体系还是闻名世界的班加罗尔“硅谷”,这个亚洲近邻都已走在世界的前沿。而对于在班加罗尔“硅谷”的顶尖移动互联网人才来说,他们一般都会在两家公司之间进行艰难的抉择,选择加入Google还是加入InMobi,一家是全球的互联网巨头,一家是源自印度本土的明星移动互联网公司。虽然印度的移动互联网还没有爆发,但这并没有影响到InMobi在全球的成功,目前,InMobi已经成为全球最大的独立移动广告平台,在全球范围内与Google AdMob“打”得火热,目前每月已经能够触达7.59亿的月活跃用户(截止2013年底,微信的月活跃用户为2.7亿)。更令人难以置信的是,InMobi目前只有约2%的收入来自印度,98%的收入来自美国、欧洲和中国等全球其他市场,业务早已遍及全球。今天,我们将带大家一起探秘这家移动互联网明星公司在印度的神秘面纱班加罗尔有三个主要的科技园区,我们今天去的是其中一个,园区内的公司包括思科、LG、inMobi等。这些科技园区看起来和中国的科技园没有太大差别。这个科技园位于班加罗尔东面,员工从家到单位平均需要一个小时。因此大部分公司都提供班车或者摆渡车,但也有很多人骑摩托车上下班。这是InMobi班加罗尔办公室的前台,虽然InMobi源自印度,但仅有2%的收入来自印度本土,美国、英国和中国是他们最大的三个市场。InMobi公司办公区的布置非常鲜艳,像是一家创意公司,也很有硅谷科技公司的感觉,高管都没有自己的办公室,而是和普通员工一样在开放工位上办公。InMobi的食堂,InMobi为员工提供免费的一日三餐以及晚间零食(在晚餐之前,晚餐9点开始)。同时,公司的全体会议也会在这里举行。一处休息处的背景用的是游戏超级马里奥中的画面InMobi租了三层,其中一层还没有装修,其中一角变成了乐队的场地。这里完全由员工自我发挥,还有一处休息处以及一个简易的板球场,板球是在印度最流行的运动。国内很多公司会议室的墙都是可以随意涂写的,但是InMobi更进了一步,不仅会议室的墙都可以涂写,连桌子也都是可以涂写的。很多时候员工之间交流的时候就直接在桌子上涂写让交流更顺利InMobi楼下的收费餐厅。这里有点类似国内的美食街,有多家餐厅入驻。不过目前刚刚开张,只有达美乐已经开始营业。当然,达美乐也为印度专门调整了口味。肯德基、麦当劳、必胜客等快餐也是如此。值得注意的是,和其他跨国互联网公司通过福利和环境吸引优秀人才的方式不同,InMobi只吸纳最有激情和理想的优秀人才。公司的管理价值观是让最优秀的人才都能最大程度将自己的才能进行发挥,通过每个人的自我实现来激励富有激情的天才员工,因此只适当地营造一个比较一般的办公环境,很多高福利公司出现的“政治内耗”、“勾心斗角”和“懒散”等问题在这里基本没有市场,这也与“激情员工创造最大价值”的管理学理论相一致。管理层总是尽最大能力破除“官僚”风气、为所有员工创造自我实现的平台。当然,回报是InMobi的人均产出远远高于行业平均水平,几乎每个员工都是“三头六臂”的小超人。

Posted on July 29, 2014
By Kevin Wang

19

November

Inside the InMobi Office: San Francisco

Ahhhh SOMA. You glorious little conclave infamous for start-ups on every corner, food trucks in most alleys, developers in hoodies and, perhaps best of all, the San Francisco InMobi office! Welcome! Svāgata! Accueil! InMobi has that gleam of something special right from the beginning because we are a global company. With 17 offices in every corner of the world–China, Japan, HQ in India, London, France–each office is unique to the culture of that region. So, in case you haven’t stopped by to say hi, let’s take a virtual tour to see what it’s really like on a day-to-day in the heart of Silicon Valley. The InMobi office is easy peasy lemon squeezy to reach on public transportation; walk down from the Powell Street Bart Station, walk up the block from CalTrain or make a stop on MUNI. If you do enjoy the air conditioning of your own car, park in the garage below the building for convenience (and a as-good-as-it’s-going-to-get priced parking pass). Ascend to the forth floor of 475 Brannan St. (just a few blocks away from AT&T Park, home of the SF Giants!) and the eyes immediately focus in on a glorious circle surrounding the logo. (It’s hard to miss.) The circle calms and centers you before opening the door into the airy welcome area. Office administration (and one of the InMobians set to work on the design of the new

Posted on November 19, 2013
By Mackensie Smith