Industry-wide header bidding integration enables advertisers and DSPs to have visibility to available ad impressions and place competitive bids for that inventory
InMobi, a global technology, media and marketing solutions provider reaching billions of people around the world, today announced that InMobi Exchange is now offering in-app header bidding across substantially all major mediation platforms, including AppLovin MAX, Amazon Transparent Ad Marketplace, Fyber FairBid, Google Open Bidding, ironSource and MoPub Advanced Bidding. This enables app developers to access InMobi’s most premium demand on their preferred platform while giving advertisers frictionless access to quality in-app inventory at scale.
“Our integration with the world’s leading in-app header bidding solutions removes friction from the buying process while optimising competition for all available in-app impressions in a single destination,” said Kunal Nagpal, SVP and GM, Publisher Platform and Exchange at InMobi. “This shift in the in-app ecosystem is long overdue, and enables any app developer to access demand from the world's most marquee advertisers. We thank our mediation partners for their continuous support and are thrilled to further foster the growth of the bidding-first ecosystem.”
bidding-first ecosystem.”
"Deploying header bidding is less resource-intensive for a publisher and is therefore finding strong adoption in the local market for us right now," said Richard O'Sullivan, VP and GM, Australia and New Zealand at InMobi. "This allows particularly non-gaming premium publishers the ability, through multiple integration options with the InMobi Exchange, to more effectively monetise their inventory."
“As a premium publisher we are always looking for ways to optimise revenue and yield, without sacrificing user experience or control over what inventory we make available via our programmatic stack. Header bidding gives us that advantage in bringing in as many demand points as possible and simplifying our bid selection process to see our inventory achieve its maximum value,” said Kenneth Scott, Senior Digital Commercial Manager at National Rugby League.
“With bidding, we are able to optimise our advertising revenue by placing all of our apps' inventory, including video and display, up for auction to be bid on by all demand sources, like InMobi, at the same time,” said Sergei Efimov, CRO of FunCorp, a leading global developer of entertainment tech products and apps. “By increasing competition for our inventory through in-app header bidding, we’re able to increase our eCPMs overall and thus increase advertising revenue.”
“Header bidding has been a game-changer for our app monetisation strategy,” said Mark Beck, CMO and CFO of London-based mobile game studio, Tripledot. “Through in-app header bidding, we are able to drive up competition for our inventory to increase yield while simultaneously improving operational efficiency which means less work for our team. Putting all of our demand sources on equal footing through header bidding ensures that we are always given a fair price for our impressions.”
The buy side is seeing the benefits as well. “With header bidding, we have more flexibility in finding the required scale at the right price with our target users. And with a single integration path via InMobi Exchange, we can now look forward to simpler supply paths, optimised performance across a diverse set of publishers and greater return on our ad spends, all adding up to our supply path optimisation (SPO) goals,” said Dennis Mink, SVP of Marketing at Liftoff.
For more information about InMobi Exchange, please visit inmobi.com/exchange.
About InMobi
InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. InMobi creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognised on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies.