More recently, InMobi launched Mobius, a unified intelligence platform to bring the ad decisioning for InMobi’s Exchange, demand-side platform and, Glance into one system. Based on InMobi, the platform weighs each ad opportunity against clients’ desired outcomes, determining, which to serve, then using campaign results to inform future decisions. The company announced that the system makes more than 25 trillion predictions a day about more than 200 billion ad opportunities. Mobius includes zero-party, first-party, and third-party signals to enable brand, consideration, and performance campaigns including brand lift, qualified visits and return on ad spend.
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The platform also creates a decision trace that records the basis for advertising choices, while measurement parameters are established before campaigns run. In a recent Grocery Outlet campaign, Mobius helped reach 8.6 million unique shoppers across CTV and mobile over 12 days, with CTV video completion peaking at 98.7%.“Advertising systems are being asked to make increasingly complex decisions in milliseconds, with audience, media, creative and business outcomes all informing the choice,” said Abhay Singhal, Co-founder of InMobi. “Mobius brings those decisions into one governed system. It forecasts what is likely to work, determines what should run and records the basis for that choice, so the next decision can start with evidence from the one before it.”