InMobi and Red Planet team up to offer brands in-app advertising

Richard O’Sullivan, Vice President and General Manager at InMobi

InMobi, a provider of content, monetisation, and marketing tech that help businesses fuel growth, 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 series of vertical and customised private marketplaces, Curated, by InMobi.

InMobi has signed a data partnership with Eyeota and expanded its existing relationship with Experian to make their audiences available on the private marketplaces across ANZ.

What does partnership mean for ANZ advertisers?

Richard O’Sullivan, VP and General Manager of InMobi ANZ commented, “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 behavioral data that further strengthens 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,” Richard O’Sullivan further commented.

Curated, by InMobi, which launched in April 2022 in Australia and New Zealand (ANZ), 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 marketplace leverages a combination of audience data and relevant supply to deliver relevant brand-safe marketplace for advertisers. They also offer custom creative support, pre-built supply packages and a managed service for optimising campaign performance.

What were the stakeholders’ thoughts on the solutions?

“At Red Planet we tap into the needs, values, and drivers of millions of Aussies at an individual level. We use these insights to help partners create more meaningful experiences for travelers, business decision makers, and premium consumers,” shared Red Planet.

“Experian has been working with InMobi for over five years and is thrilled for the next iteration of our relationshipt,” said Steve Philpotts, GM, Experian Targeting and Data Quality.

“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,” said Steve Philpotts further commented.

Howard Luks, Chief Revenue Officer, Eyeota said, “We are delighted to integrate Eyeota’s qualified audience solutions on the Curated, by InMobi private marketplaces in ANZ.”

“Powered by our premium data partner network, Eyeota provides audience solutions for 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 advertisers looking to influence the right target clients via mobile in-app channels.”