inmobi integrates mobile supply with yahoo’s demand-side platform for direct advertiser access
ETtechBengaluru: InMobi, a provider of content, monetization and marketing technologies on Thursday announced a direct integration of its InMobi Exchange supply-side side platform (SSP) into Yahoo’s demand-side platform (DSP), giving advertisers, brands and media buyers across Yahoo’s global portfolio of clients direct access to premium in-app supply and global user base, at scale.Previously, InMobi’s substantial supply of international audiences had only been available through third-party exchanges for Yahoo. This collaboration provides Software Development Kits-powered direct inventory, without intermediaries, creating supply path optimisation for advertisers around the world and establishing increased transparency and efficiency for buyers.“Supply path optimization is an important element that many are focused on throughout the industry,” said Kunal Nagpal, senior vice president (VP) and general manager (GM), Publisher Platform and Exchange at InMobi. “This partnership gives advertisers a straight line to the Yahoo DSP with greater efficiencies in setting-up and optimizing campaigns to better reach target audiences.”“We are very excited about this new partnership,” said Rishi Bedi, managing director (MD), APAC, InMobi. “InMobi is the largest mobile exchange globally to drive real connections with today’s consumers. With this integration, clients of Yahoo DSP globally will now have direct access to InMobi Exchange’s reach and transparency,” he added.
“Yahoo cultivates diverse premium supply,” said Elizabeth Herbst-Brady, Vice President of Global Revenue and Client Solutions at Yahoo. “In partnering with InMobi, we’re creating a more direct line of sight for advertisers and boosting transparency and optimization opportunities.”

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