InMobi has announced a partnership with Rubicon Project and unveiled InMobi Exchange, a mobile programmatic buying and selling exchange which the companies claim is the the world's largest mobile native programmatic exchange.
The new InMobi Exchange has a reach of 759m active monthly unique users globally across 30,000 apps. It will enable the programmatic trading of customised, native ad units through hundreds of buying platforms, representing tens of thousands of advertisers.
"Rubicon Project has developed the scale and speed required to power the largest independent marketplace that automates the buying and selling of advertising," said Frank Addante, CEO, founder and chief product architect at Rubicon Project. "Our infrastructure and massive installed base of buyers, combing with InMobi's mobile expertise and scale, creates one of the largest automated global exchanges poised to accelerate mobile advertising adoption."
The InMobi Exchange also provides advertising buyers with access to mobile-first InMobi Audience Personas, built from data stemming from over one trillion proprietary mobile consumer activities.
Jide Sobo, head of mobile at MEC UK said, "Demand for native ads is increasing, as their high performance makes them very attractive to advertisers. However, the market is currently constrained by the lack of a robust platform that allows native ads slots to be bought, and sold, transparently. InMobi Exchange brings to-market the scale and quality needed for buying and selling of native ads to accelerate globally.