Mobile ad network InMobi has unveiled AdROIt, which offers advertisers automated, cost per acquisition-based performance tracking to improve ROI for their mobile advertising campaigns. InMobi says that AdROIt for advertisers expands on its focus to provide detailed, transparent analytics that seek to improve performance for its network partners.

AdROIt utilises ‘goal seek’, allowing advertisers to track key mobile advertising campaign objectives (e.g. quotes for car insurance; reviews on a new digital camera; requests for hotel rates) on a cost per acquisition (CPA) basis,  and then link this performance to a myriad of influences such as the advertising creative, publisher, and consumer targeting details. Using real-time reporting and automated performance feedback, InMobi creates a self-learning network that according to the company, improves performance for advertisers with every impression and every click.

Craig A. Owensby is Chairman and CEO of PT Code Jawa, an Indonesian content provider and mobile technology developer. He says: “Over the last six years, we have found that the key to profits is accurate, meaningful information about the effectiveness of our distribution channels. For WAP advertising, the situation is no different. PT Code Jawa has been using InMobis AdROIt technology for the last two months, and we can say, without question, that the impact has been huge.

“In the past, we would need to make educated guesses as to which ads led to the needed conversion rates – now we know. Using AdROIt, we know which kinds of publishers generate the best results for us, which means we can spend more in order to drive up market share for those publishers that work, while de-targeting those who do not generate good results. In my opinion, InMobis AdROIt technology is a game changer in the WAP ad industry.”

Sridhar Ranagathan, VP of Product Management at InMobi says the benefit of AdROIt lies in its ability to incorporate feedback in real-time and automatically adjust the campaign performance accordingly.

“In a mobile advertising industry that is increasingly competitive and complex to manage, we continue to deliver innovative products such as AdROIt, to help advertisers to effortlessly improve performance and feed our self-learning network technology,” he says.

There’s more information about AdROIt here.