InMobi introduces addressability gradient to help solve identity-loss challenges

Singapore – Marketing and monetisation technologies provider InMobi, unveiled InMobi Addressability Gradient, a platform designed to support marketers throughout the transition from identity-centric targeting to new solutions that have limited consumer identity signals.

InMobi’s AI-powered platform aims to mark a significant stride forward in addressing the challenges posed by the ever-evolving landscape of digital advertising through its personalisation and other campaign enhancing features.

Delving into said features, the Gradient enables advertisers to navigate the evolving complexities of data privacy, user consent and personalised targeting. Fueled by InMobi’s ID Graph, the Gradient provides advertisers with an adaptable playbook and visual roadmap for addressability, offering a wide spectrum of options that seamlessly align with changing consumer behaviours.

From precise ID-based targeting to privacy-conscious ID-less approaches, the Gradient also empowers advertisers to personalise content while upholding data privacy and user content. Spanning from personalised 1:1 targeting and household amplification to inventive privacy-compliant techniques like cohort audiences, modelled audiences, contextual targeting and bidstream amplification.

Lastly, the Gradient can enhance campaigns by integrating a variety of identifiers like mobile advertising identifiers (MAIDs) and interoperability with people-based identifiers including LiveRamp’s RampID. By leveraging the ID Graph, this bid augmentation strategy ensures precise targeting, boosted further by the ID Graph’s connections between users with shared interests. For ID-less solutions, InMobi leverages SDK and contextual signals to broaden addressability without compromising consumer privacy.

Todd Rose, senior vice president of addressability at InMobi, said, “In the evolving landscape of ad tech, the ability to understand audience signals and use them to enhance media strategies and creative executions has become increasingly refined; by embracing the Gradient, advertisers can continue to deliver relevant, effective, and privacy-conscious advertising experiences to consumers.”

“The Gradient empowers advertisers to optimise their campaigns, achieve unparalleled precision, and unlock the full potential of addressability in the ever-changing world of digital advertising,” he added.