Inmobi launches native ad platform; will invest $100M

Singapore based mobile advertising firm has launched a native ad platform on Tuesday, per TechCrunch’s Pankaj Mishra. The move aims at simplifying the overall process of creating unique ads and thereby resulting in better monetization for publishers. As said by CEO Naveen Tewari to Pankaj, the company will be investing an amount of USD 100 million in building out the new platform.

Native ads are mobile ad units by which the advertiser attempts to gain attention by providing content in the context of the user’s experience. The advertiser’s intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on.

Recently, Twitter and MoPub has also launched their native ad platforms. This has provided an option to the advertiser to switch from bigger platform such as Facebook and Google.

The platform has to capability to customize ads to suit minute details like visual representation, interaction elements and social sharing options. Also, the publishers will get benefits from the Inmobi’s wide user network and association with top brands.

“With over 700 million monthly active users on our network and our big data technology capabilities, we can deliver rich native-user experiences that drive greater engagement and revenues for our partners,” said Pankaj Bengani, Vice President – Global Strategic Partnerships, InMobi.

Inmobi was founded in 2007 by a group of four entrepreneurs viz. Mohit Saxena, Amit Gupta, Abhay Singhal, Naveen Tiwari. Till date the company has raised USD 215.60 million and is backed by investors such as SoftBank, KPCB and Sherpalo. Also, it has made three acquistions- Overlay Media, Appstore.com and MMTG Labs. It currently has offices at 17 locations around the world and is operational in India from Bangalore.

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