Mobile ad platform InMobi and global media network Starcom MediaVest Group (SMG) have announced a strategic partnership that will aim to drive mobile advertising across Europe by combining the strategic strengths of both organisations.

“Mobile is no longer an option, but an imperative for brands and this partnership puts us at the forefront of delivering the very best mobile solutions for our clients,” said Iain Jacob, president of EMEA for Starcom MediaVest Group. “As a European first, we have a clear competitive advantage that will lead to enormous benefits and value to our client base across Europe.”

The partnership will give SMGs clients access to InMobis premium mobile audiences, ad formats, consumer insights and analytics, as well as the InMobi Exchange platform. In addition, the two companies plan on creating a private mobile native advertising marketplace that will deliver premium, innovative native and video ad opportunities to brand advertisers.

The new private marketplace will allow SMG to develop scalable but tailored solutions to meet the needs of clients across Europe, and bring InMobis expertise in native advertising and programmatic buying to a new range of buyers.

“We are delighted to partner with SMG and deliver a variety of ad experiences to mobile consumers for global brands,” said Atul Satija, chief revenue officer at InMobi. “This partnership reiterates InMobis leadership in mobile advertising, both globally and in Europe and will play a big role in bringing mobile to the centre of brand-building.”