At InMobi Advertising, brand safety and responsible media advertising isn’t just a promise; it’s a measurable commitment to protecting advertisers, consumers and the integrity of the digital ecosystem. Our team goes beyond compliance, ensuring that every ad runs in a clean, secure and high-attention environment. So, we’re pleased to announce that InMobi Advertising has added two new certifications from the Trustworthy Accountability Group (TAG). In addition to being Certified against…
With attention spans getting shorter and more content hitting the eye every day, the Indian consumer expects more from their brands – respect for privacy, seamless discovery, and one-click experiences. Find out how your brand can offer this with our Mobile Marketing Handbook 2023 for India – Doing the Brand-new on Mobile: Exploring Unchartered Surfaces. Download the handbook and discover four ways to create a winning digital and mobile marketing strategy. To know how top brands…
This article first appeared in ET Edge As an increasing number of netizens come online via smartphones in India, advertisers across the region have been focusing on building unique contextual experiences by enhancing the understanding of their consumers. According to eMarketer, mobile ad spending in India grew YoY by 35.9% in 2021 and is forecasted to grow by 28.4% in 2022. But just as the advertising ecosystem was getting better at delighting its consumers through contextualization, recent changes…
Gaming has been ingrained as a daily activity for most smartphone users; marketers that understand this trend and leverage gaming are certainly poised for success. The newest and the most engaging trend in gaming is the Blended In-Game advertising, which showcases brand elements within the gaming environment to grab the attention of the users, reinforcing stronger recall. In this blog, we present to you the interesting story from the series ‘Illustrated by InMobi’, demonstrating the massive…
For both established marketing options like in-app advertising and for more nascent platforms like native in-game advertising, ensuring ads are viewable is crucial. To discuss the latest trends on all things viewability, I recently chatted with Janelle De Rivera, Director of Product Management for Moat Analytics at Oracle Advertising. Check it out! Top Quotes From Janelle Viewability Defined: “Viewability is a measure of whether or not an ad had a chance to be seen by a user. It gives marketers…
Brands have long used advertising to get the word out among consumers. And with consumers flocking to mobile, advertisers have followed suit. Today, brands have many different options for reaching consumers, including through social media, influencers, television advertising, and so many more channels. With so many options to choose from, should mobile advertising be part of the mix? To help brands answer this question, we commissioned a survey using InMobi Pulse, InMobi’s mobile…
What can app publishers and developers do to stop bad ads from appearing in their apps? For guidance on how to keep fraudulent ads and bad actors at bay, be sure to download your copy of our new guide that we created with our partners at GeoEdge, How To Fight Bad Ads. GET IT NOW Here’s what you can expect to find in this eBook: Defining Bad Ads Why Are Bad Ads Problematic? How Prevalent Are Bad Ads? How…
For an in-depth look at the in-app advertising experience, especially in ever-popular mobile gaming space, and how it may change as a result of Apple's AppTrackingTransparency (ATT) framework, we recently sat down with Amnon Siev, the CEO and Co-Founder of GeoEdge, the premier provider of ad verification and transparency solutions for the online and mobile advertising ecosystem. What do consumers expect from the ads they see in app? The answer to this question differs from one…
As connected TV (CTV) viewership rises, so does programmatic CTV media buying. And as is the case with any other form of digital advertising, as more advertisers seek to reach viewers of more and more top OTT and CTV channels programmatically, supply chains grow more complex – and this in turn means that supply path optimization (SPO) becomes even more pertinent. For a more detailed look at what SPO stands for…
In an effort to improve transparency in the programmatic mobile in-app advertising ecosystem, the IAB has released three key tech standards since 2019: app-ads.txt, sellers.json and the OpenRTB supply chain object (also sometimes known as Schain object). For all demand-side platforms (DSPs), it’s important to understand what each tech standard entails and how it benefits their operations: App-ads.txt: Ads.txt (Authorized Digital Sellers) is…
If you’ve ever wondered, what is a blocklist and is having one worth it, then let this blog post be your guiding light. Here, we will provide some basic overviews and cover the top-level arguments for and against this strategy. What is a Blocklist in Advertising? A blocklist is a list that details where a brand or agency categorically does not want their ads to appear, for any number of reasons but often mostly because of brand safety…
InMobi has once again received the official Certification Against Fraud (CAF) designation from the Trustworthy Accountability Group (TAG). InMobi has been certified for every year since 2018. While InMobi is one of hundreds of companies that have received some kind of certification from TAG this year, InMobi is in rare company to have its anti-fraud capabilities validated by TAG for four years in a row. This…
In this latest edition of our podcast series Mobile Insights with InMobi, we discuss in-app supply path optimization (SPO) with Utkarsh Sinha, who leads demand-side product marketing for InMobi Exchange. In this 26-minute podcast, which was recorded on December 7, Utkarsh and I discuss how the entire in-app programmatic supply chain is approaching SPO today and why in-app SPO is so unique. Be sure to tune in today! LISTEN IN Top Quotes from Utkarsh …
With Apple’s App Tracking Transparency updates expected to roll out to iOS 14 devices soon, app publishers will now need to get users’ permissions before tracking their data across other apps or websites. We expect that the proportion of users opting in to user tracking will be low, and consequently, advertisers have a much smaller pool of addressable users on Apple devices. In light of this update, here are five things publishers can do…
10
November
Digital advertisers are always worried about ad fraud in their campaigns. The good news is that the programmatic mobile in-app advertising space has recently made great strides in the fight against ad fraud. However, the not so good news is that some of these advances in combatting ad fraud may be stopped in their tracks once the changes to the way identity is managed in iOS 14 gets implemented by Apple sometime…
28
September
IAB introduced the Transparency and Consent Framework (TCF) in 2018 to set clear guidelines on a more privacy-compliant, opt-in method to collect and process data from a user’s device. While a step in the right direction, the first version of TCF did not have the larger publisher consensus required to drive adoption. Since then, the industry has seen an update on the framework with the launch of TCF 2.0, which now provides sufficient control…
16
September
While consumer time spent in app keeps rising, some advertisers are still hesitant to devote a significant share of their ad budgets to in-app channels. There are a few reasons why this is the case, but high on the worry list is fraud. Too many advertisers today are worried that their in-app ad budgets will be eaten up by fraud and won’t help their marketing and business goals. But are these fears unfounded? Advertisers and agencies worry about fraud in in-app advertising, but much…
This is a blog written by Rohit Dosi, Business Head - Microsoft Advertising at InMobi In part 1 of this blog series, my colleague Reena Mishra shared her views on the critical role that marketing with purpose plays in today’s dynamic and fast-paced environment. Our partners at Microsoft Advertising undertook a research study on this very theme to evaluate the lasting effects of trust. The study, "Accelerating brand performance through Love, Trust, and Loyalty” revealed…
This is a guest blog written by Reena Mishra, Senior Partner Sales Executive, Microsoft Search Advertising Purpose Begins With Trust: The ROI Of Creating Trust In the current climate, customers believe that brands they choose to engage with must reflect their values. It is the responsibility of brands to think of a larger purpose, which adds priceless value to the consumer. In today’s world, interaction with the customer might lead to a purchase but it isn’t sufficient…
26
June
By August 15, 2020, the second iteration of the Transparency and Consent Framework (TCF 2.0) will be the official technical standard for managing consumer preferences like opt outs and opt ins with the broader ad tech space. Here’s what you need to know about TCF 2.0 and how InMobi is here to help. At its core, TCF 2.0 intends to build a more responsible and self-regulated ad ecosystem. TCF helps demand partners run ads on publishers…
11
June
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…
Brand safe advertising has always been a top-of-the-mind issue for marketers, especially the ones that have a large loyal base that transcends generations and geographies. This is especially important given the multiple nuances that both performance and brand marketers must cater to. Even a single misstep can have a cascading impact. This is a problem even in benign times, as advertisers find it difficult to find fully brand safe opportunities to reach their audiences (at least at scale anyway) without…
For 2020, InMobi was recertified by the Trustworthy Accountability Group (TAG). Specifically, InMobi was again Certified Against Fraud (CAF) by TAG, making InMobi the recipient of the CAF distinction for three years in a row. There are over 100+ companies that have been recertified by TAG in this round. It’s indeed a big win for the industry as a whole and is reflective of the important collective efforts being taken by ad tech vendors to combat fraud. “This year’s seal recertifications demonstrate…
This March will officially mark one year since the IAB Tech Lab officially launched Ads.txt for mobile apps. Long available to web publishers, including mobile web, ads.txt is a much more recent addition to the mobile in-app advertising. “Ads.txt is a simple yet effective step to drive transparency in the programmatic world. Considering that publishers and buyers have no direct contact with one another, both become susceptible to unauthorized reselling, counterfeit inventory and domain spoofing.…
In 2020, there are lots of marketing challenges facing everyone from the biggest marketing teams all the way down to small businesses. But, we think there will be three issues that will have an outsized impact on brand marketing efforts in the U.S. in 2020: The 2020 Presidential Election The 2020 Summer Olympics Ongoing Concerns Around Privacy, Trust and Transparency But, just because these are issues that just about every marketer faces in 2020 doesn’t mean they need to derail all of your…
20
December
Mobile ad fraud has long been a major concern with everyone in the in-app advertising space, siphoning away budgets, reducing campaign effectiveness and making the entire ecosystem less trustworthy. But, issues around ad fraud have not gone unheeded. The industry has made major strides in its fight against fraudsters in 2019, and our team of mobile marketing and advertising experts expect this push to continue throughout 2020. Highlighting the Current State of Fraud in Mobile Advertising As Steven…
16
December
This post comes courtesy of Amber Bagwell, Content Marketing Manager at Everflow. With the rapid growth of mobile advertisers, fraud is increasingly draining the wallets of advertisers, publishers and everyone in between. Criminals are moving in and mimicking real performance, confusing real installs with fraudulent installs. Not only is fraud eating into an increasing share of marketer’s ad dollars, it also creates bad data, making it impossible to correctly optimize an ad campaign if you don’t…
12
November
Trust and transparency concerns have dominated ad tech headlines over the past few years, with the focus primarily remaining on traffic quality. As fraud continues to evolve, the need for a definitive strategy regarding advertising environments both from a brand safety as well as a user experience perspective has emerged. The term “brand safety” here refers to considerations, practices and tools to ensure that advertising does not appear in a context that is inappropriate for a brand. It is a…
09
September
In 2019, the IAB Tech Lab has released a number of new standards and technologies designed to dramatically increase transparency in the programmatic mobile advertising world. App-ads.txt, the in-app extension of ads.txt, first went live officially in March, and sellers.json and the OpenRTB SupplyChain Object were released for public comment the very next month. But what do these technology standards do and how can they be used in tandem with one another across the entire supply chain? To help answer…
04
June
As we continue to work towards building a transparent and fraud-free in-app advertising ecosystem, we announced our partnership with DoubleVerify a few months ago as a step towards achieving this goal. While the integration covers both viewability and traffic quality, this blog will focus on how the partnership helps combat in-app ad fraud. The solution is one among the first to be accredited by the Media Rating Council (MRC) for its ability to detect and filter Sophisticated Invalid Traffic (SIVT).…
01
May
An important aspect of trust is not to ask for it, but rather to be able to establish it through demonstrable measures and efforts. Trust is more than just talking about it on a website, or at a conference. It needs to be followed through with action. We sincerely hope that all players - from publishers, ad exchanges and supply-side platforms to agencies and demand-side platforms - are willing or able to do this. This is especially important in the context of increasing security incidents at adtech…
18
April
Every organization in the mobile advertising space aims to totally prevent fraud, but is complete mobile ad fraud prevention even possible? Will mobile advertising fraud always be around, or can potentially fraudulent schemes be eliminated for good? LEARN MORE Fraud detection and prevention may never be 100 percent accurate all the time. But, the ecosystem can be made much safer and transparent than it is today. Current State of Mobile Ad Fraud Detection and Prevention According to mobile measurement…
16
April
On April 11, 2019, the IAB Tech Lab released two new standards for public review: sellers.json and the OpenRTB SupplyChain object. InMobi has been a key partner in helping to develop these specs, and we are excited for them to be live in this initial instance. What do these specifications do, and how do they help programmatic advertisers? Keep reading for more information.What is Sellers.json and How Does It Work? In short, sellers.json is a file that enables the players of the ecosystem to map back…
08
April
Unfortunately, mobile ad fraud is a rising concern. As ad spending within mobile apps grows, so too does digital ad fraud. According to Adjust, mobile advertising fraud close to doubled between 2017 and 2018. For some businesses, fraud gobbled up around 80 percent of marketing budgets. It’s not surprising to see fraud appear as among the top marketer concerns in multiple surveys over the past six to 12 months. But, not every form of fraud is the same. As Sun Tzu famously said, “Know thy…
03
April
Watch This Video to Learn More about Multi-Touch Attribution Marketing If you’re curious to know what is multi-touch attribution marketing and why the multi-touch attribution model/multi-channel attribution is more beneficial than just giving credit to the last marketing touchpoint for all marketing teams, then our new video is for you. In this video, Prajwal Barthur, InMobi’s Director of Product Management discusses why assigning credit after the first touch or closer to the conversion…
20
March
Did you know that in-app ads.txt is now available for mobile apps? This revolutionary ad tech dramatically improves trust and transparency in the digital ecosystem by allowing publishers to specify who is authorized to sell their inventory. Ads.txt has already proven to be enormously beneficial and popular in the browser world, and it’s now finally available to mobile apps. To explain how it works in in-app environments and why it’s so advantageous, check out our latest Whiteboard Wednesday…
30
August
If you think the cost of mobile ad fraud is simply down to the fraudulent installs detected by your anti-fraud tool, then you are mistaken.Computing the dollar impact of ad fraud on your campaigns isn’t as direct. In reality, the hidden costs can potentially be multiple times higher.It’s important to get an accurate picture of the actual cost of mobile ad fraud, as it can indicate the true effectiveness of various marketing channels. It can also help you evaluate the performance of the fraud…
14
August
The fact that mobile ad fraud is a growing concern among publishers and advertisers is nothing new. According to the latest figures from Adjust, mobile ad fraud almost doubled between 2017 and 2018, and some advertisers are set to lose as much as 80 percent of their ad budgets on mobile to fraud. There are many reasons why fraud is on the rise, not least of which that fraudsters continually work to develop new, evasive tactics. But, another major concern is the lack of universal definitions regarding…
21
June
In our previous article, we had discussed various strategies deployed by anti-fraud solutions to counter fraud today. The most prevalent technique being static threshold detection (i.e., defining known frauds, and then focusing on detecting those anomalies with predetermined fixed thresholds). However, this is both ineffective and inefficient against constantly evolving, newer fraud methods for a simple reason — how do you find something when you don’t know what to look for? No system can…
14
June
“Any fool can tell a crisis when it arrives. The real service to the state is to detect it in embryo.” — Isaac Asimov, Foundation LEARN MORE Until recently, the approach to fighting mobile ad fraud has been defensive and reactive. For instance, Ad networks and publishers deploy rudimentary static defense mechanisms and wait for the bad guys to counter them before deploying hotfixes or undertaking countermeasures. Anti ad fraud frameworks work mostly on static data, which is only good enough…
08
June
All is not rosy in the digital advertising space. Increasingly, fraud is becoming a major concern to advertisers. Ad fraud is expected to cost brand and performance advertisers $19 billion - $51 million a day - in 2018, according to Juniper Research, which is equal to around one out of every $10 of all digital ad spend.The problem is especially acute with video. The percentage of firms worried about fraud specifically on their video ad networks rose from 33 percent in 2017 to 48 percent this year.This…
