Mobile marketing and advertising platform provider InMobi has introduced its programmatic exchange to Europe, the Middle East, and Africa (EMEA) – two months after bringing the exchange to the Asia-Pacific (APAC) region.

The InMobi Exchange enables advertisers and agencies to buy both private marketplace and open exchange inventory via a single platform and is said to offer a reach of around 1.6bn users across approximately 22,000 apps.

InMobi promises four layers of security for partners using the exchange, claiming the removal of invalid ad traffic, guaranteed brand safety checks, audience verification, and viewability measurement.

“The buy side is suffering from a serious lack of trust and transparency in what is being sold to them programmatically, and fraud has been one of the main drivers,” said Abhay Singhal, co-founder and president of Advertising Cloud at InMobi. “InMobi has consistently outperformed on industry benchmarks and we work with only the highest quality app publishers to maintain a zero-tolerance policy towards fraud. This launch will accelerate our growth exponentially enabling us to capture 10-15 per cent of the programmatic market by 2020.”