InMobi Aims for a World's First in Mobile Advertising

InMobi Aims for a World's First in Mobile AdvertisingInMobi has just rolled out the red carpet to launch that which it claims is a world’s first.

The independent mobile advertising network and Rubicon Project – a technology company automating the buying and selling of advertising – have just launched the InMobi Exchange, which is a mobile programmatic buying and selling platform.

InMobi says it’s the world’s first exchange to support buying mobile native ads at “unprecedented global scale.”

According to a statement provided to MMW, the agreement between the two companies creates the largest mobile-first programmatic exchange.

“Native mobile ads deliver five-times higher yield for publishers and application developers and six-times greater conversions for buyers over traditional banner ads,” InMobi explains. “With the creation of the InMobi Exchange, InMobi – powered by Rubicon Project’s Advertising Automation Cloud – is ushering in programmatic trading of customized, native ad units, which mirror the organic look and feel of a given mobile app to provide greater value to advertisers, publishers and application developers.”

InMobi added that it’s now working with Rubicon Project and the IAB OpenRTB Working Group in standardizing native programmatic buying.