InMobi partners with Rubicon to launch Native ad exchange

InMobi, a mobile advertising network, has joined forces with Rubicon Project, a technology company automating the buying and selling of advertising, and has launched InMobi Exchange.

InMobi Exchange is a mobile programmatic buying and selling platform which the company claims is the world’s first exchange to support buying mobile native ads at unprecedented global scale.

The exchange would provide hundreds of buying platforms a reach of 759 million active monthly unique users, across 30,000 apps globally.

Native advertisements, built in the same format of the platform provides better chances of conversion and has been giving display formats tough competition.

Also read: Native Advertisements: Growth and future ahead

There is requirement of a platform for the buying and selling of native ads transparently which is deemed as one of the reasons for the lack of popularity of native advertisements. “InMobi Exchange brings to-market the scale and quality needed for buying and selling of native ads to accelerate globally,” said Jide Sobo, Head of Mobile, MEC UK.

The InMobi Exchange would also provide seamless access to extensive mobile-first InMobi Audience Personas allowing advertisers to achieve double the engagement.

For publishers and application developers, InMobi Exchange will offer both sell-side applications and real-time bidding capabilities for native and traditional mobile ad formats. 

Rubicon Project has built the scale and speed required for the marketplace that automates the buying and selling of advertising.

Hexagram and TripleLift are amongst the players that offer native ad exchange worldwide. Also NativeX, launched the NativeX Exchange – an exclusive ad exchange built for mobile games.

Inmobi has launched a native ad platform in April this year. The move aims at simplifying the overall process of creating unique ads and thereby resulting in better monetization for publishers.

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