InMobi and Integral Ad Science Now Provide Advertisers with Enhanced Viewability Reporting for Mobile In-App VAST Video Advertising

Published on January 24, 2018

San Francisco, CA - January 24, 2018 - InMobi, the world’s largest independent mobile in-app advertising platform, today announced an expanded integration of Integral Ad Science (IAS) verification solution to include IAS Firewall tags that now provides advertisers with enhanced viewability reporting for their mobile in-app VAST video campaigns.

In March 2017, InMobi became the first to offer MRC accredited in-app IAS video viewability by integrating the IAS SDK. Today’s announcement further extends InMobi’s support for IAS in-app video viewability from publisher-side tags only, to now also being able to run IAS Firewall Tags which provides additional benefits for buyers.

Advertisers can now leverage IAS Firewall Tags to run in-app VAST video supply on InMobi Exchange, eliminating operational challenges for high-impact mobile video advertising. InMobi and IAS VAST video metrics will now appear within the brand’s IAS dashboard, allowing buyers to see InMobi within the existing view point where all of their IAS campaign data appears.

By offering IAS video viewability with VAST rather than VPAID, InMobi is able to fully pre-cache video ads so that advertisers are able to receive viewability metrics and consumers are able to enjoy buffer-free mobile video experiences. A buffer-free (0.06-second average load time) experience with VAST means higher advertising performance and less loss of inventory for publishers when compared to VPAID, since the user drop off rate increases while waiting for ads to load. A shorter video creative ensures higher completes and better mobile ad viewability.

“Buyers have the right to trusted third-party measurement of their digital media and consumers should be able to enjoy non-disruptive mobile video advertising. Until now, viewability support has been operationally challenging for in-app video advertising for agencies,” said Anne Frisbie, SVP, Global Brand and Programmatic at InMobi. “Today, we are making IAS video viewability for in-app as easy as desktop and mobile web inventory while maintaining a buffer-free and seamless video experience for consumers.”

“IAS is excited to further enhance our partnership with InMobi, providing our customers with the improved VAST video metrics of our verification solution for in-app devices,” said Jason Cooper, GM, Mobile at IAS. “Through this partnership, transparency and greater insight into in-app performance is easily within reach for both publishers and advertisers alike.”

About InMobi

InMobi is the world’s largest independent mobile advertising platform that specializes in delivering the best ROI for mobile marketers. A mobile-first and mobile-only platform, InMobi has been pioneering the next generation of ad experiences, including video advertising, on the back of deep learning based optimization engines.

InMobi platforms help brands, performance marketers and app publishers engage mobile users across different stages of their lifecycle, converting each mobile moment into an opportunity to drive engagement and revenue. Recognized by Fast Company as one of The Most Innovative Companies in 2016, InMobi reaches over 1.5 billion unique mobile devices worldwide and is redefining business models for the mobile ecosystem. For more information, visit

About Integral Ad Science

Integral Ad Science (IAS) is a global technology and data company that builds verification, optimization, and analytics solutions to empower the advertising industry to effectively influence consumers everywhere, on every device. We solve the most pressing problems for brands, agencies, publishers and technology companies by ensuring that every impression has the opportunity to be effective, optimizing towards opportunities to consistently improve results, and analysing digital's impact on consumer actions. Built on data science and engineering, IAS is headquartered in New York with global operations in thirteen countries. Our growth and innovation have been recognized in Inc. 500, Forbes' Most Promising Companies, Business Insider's Hottest Pre-IPO Ad Tech Startups and I-COM's Smart Data Marketing Technology Company. Learn more at

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