InMobi has announced its partnership with Red Planet to offer brands exclusive access to Red Planet Audiences for in-app advertising on the InMobi Exchange.
These will be made available through InMobi’s new series of vertical and customised private marketplaces, Curated, by InMobi.
Additionally, InMobi – the provider of content, monetisation, and marketing technologies – has signed a new data partnership with Eyeota and expanded its existing relationship with Experian to make its audiences available on the new private marketplaces across Australia & New Zealand.
Richard O’Sullivan, VP and general manager of InMobi ANZ, said: “Curated, by InMobi private marketplaces were launched to help Australian and New Zealand advertisers better connect with hard-to-reach niche audiences, and the addition of Red Planet means unique access to behavioural data that further strengthens and enhances our premium audience data capabilities.
“Red Planet joins Eyeota and Experian to provide Curated, by InMobi with best-in-class audience data which offers advertisers unprecedented access to over 20,000 audience segments for activating in-app campaigns.”
Red Planet shared: “At Red Planet we tap into the needs, values, and drivers of millions of Australians at an individual level. We use these insights and our connections to help our partners create more meaningful, relevant, and rewarding experiences for travelers, business decision makers, and premium consumers.”
Steve Philpotts, general manager of Experian Targeting and Data Quality, said: “Experian has been working with InMobi for over five years and is thrilled for the next iteration of our relationship.
“We believe the combination of InMobi’s presence in mobile combined with the breadth and depth of Experian’s audience data assets will provide a very compelling and comprehensive solution for our agency and advertiser partners – a solution built on scale and accuracy. We look forward to seeing its success in market.”
Talking about the partnership, Howard Luks, chief revenue officer of Eyeota, said: “We are delighted to integrate Eyeota’s qualified audience solutions on the Curated, by InMobi private marketplaces in Australia and New Zealand.
“Powered by our premium data partner network, Eyeota provides audience solutions for both B2B and B2C advertisers spanning over 15 industries including FMCG, Retail, and Finance.
“The Curated by InMobi marketplaces are crucial for delivering addressable audiences at scale to brands and advertisers looking to engage and influence the right target customers via mobile in-app channels,” Luks added.
Curated, by InMobi, are a series of privacy-compliant curated marketplaces on the InMobi Exchange to help mobile advertisers better reach and engage with relevant niche audiences, including Shopping, Gaming, Crypto, Premium Sports, and Culturally and Linguistically Diverse (CALD).
Each curated marketplace (PMP) leverages a combination of audience data and contextually relevant supply to deliver highly relevant brand-safe marketplace for advertisers to reach their target consumers. They also offer custom creative support, pre-built supply packages and a managed service for optimising campaign performance.
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Top image: Richard O’Sullivan