Singapore – AnyMind, a technology company specialising in business supply chain, has recently unveiled the launch of its latest influencer marketing solution tailored for mobile app publishers, developers, and marketers. 

Known as AnyTag, this new platform is designed to combine performance-driven influencer marketing with mobile application marketing. 

In particular, it utilises a performance-based model that measures the application’s download counts, making it a primary indicator for influencer marketing campaigns. 

Among its key features, users may also search through and choose from a global network of more than 610,000 influencers across the Asia Pacific to work on their app marketing initiatives. 

Leveraging accumulated campaign data and individual influencer performance data, on the other hand, influencers can also be identified and chosen for performance-driven influencer marketing campaigns and optimise designed creatives that are in line with end-user purchase volumes.

With this, they can now participate in the said influencer marketing campaigns by using Any Creator, the creator growth platform of the company. 

Talking about the launch, Kosuke Sogo, CEO and co-founder at AnyMind Group, expressed his enthusiasm about the project, saying “We’re now at an exciting inflection point in influencer marketing, where we’re seeing a convergence between influencer marketing and digital commerce. This presents a new range of opportunities for innovation in influencer marketing, such as tying influencer marketing to app marketing, further attribution opportunities in social and live commerce, and more.” 

“It is now up to vendors to further innovate and for marketers to embrace these changes,” he ended.

Singapore – InMobi, global provider of mobile marketing and monetisation technologies, has announced its new industry-first, proprietary programmatic bidder to better drive iOS app performance for growth marketers without relying on user-level identifiers. Complementing InMobi’s traditional demand-side platform (DSP), the pioneering automated bidder is built from the ground up to rely solely on privacy-safe data signals when optimising programmatic media buys, whilst leveraging Apple’s SKAdNetwork (SKAN) attribution framework. 

Apple’s release of SKAN 4.0 brings more insights into campaign performance, unlocking even more powerful optimisation and measurement capabilities—creating renewed optimism amongst performance marketers for the future of iOS app growth. With more than half of digital dollars now earmarked for mobile—now 68% of all digital spend—InMobi aims to help marketers invest in understanding and maximising SKAN 4.0 with a purpose-built solution to thrive in the privacy-first era.

“SKAN 4.0 is especially relevant for Southeast Asia markets that heavily rely on iOS devices as they offer a privacy-focused solution for mobile app performance advertising on iOS,” said Rishi Bedi, managing director at InMobi

“With iOS devices being increasingly adopted in the region, it is imperative that advertisers are able to utilise solutions to provide accurate reporting while adhering to iOS privacy policies. In Southeast Asia, we have leveraged our early investment in SKAN 4.0 to pioneer privacy-focused innovation that avoids user-level identifiers for effective data collection and to shape the future of mobile app performance advertising,” he added. 

Since the rollout of SKAN 2.0 in 2020, InMobi has been handling audience targeting and campaign optimisation at a large scale, without relying on Identifier for Advertisers (IDFA) due to robust testing on Limited Ad Tracking (LAT) users in iOS. With the accelerating cadence of SKAN improvements, advertisers are shifting more budget towards SKAN-compliant campaigns, which now represent nearly 80% of iOS spending on InMobi’s DSP. 

“When Apple first announced ATT and SKAdNetwork, it added complexity for marketers and we saw a clear opportunity to expand our suite of mobile app performance offerings to power media buying and optimization in this new privacy-first world,” commented Navin Madhavan, vice president of revenue and operations for InMobi Demand Platforms.

“Working closely with our most innovative clients, we developed deep expertise on Apple’s privacy-preserving attribution framework across our media buying, product, engineering and data science teams. The result is a proprietary solution that helps leading app growth marketers consistently exceed their KPIs on iOS while adhering to Apple’s strict privacy parameters,” added Madhavan. 

InMobi’s DSP is integrated with leading mobile ad exchanges and its new SKAN specialised bidder supports all currently released versions of Apple’s attribution framework, including the new 4.0 version. SKAN 4.0 has been developed to deliver campaign performance insights more rapidly, frequently, and with higher granularity than previous versions.

Some notable enhancements of SKAN 4.0 include multiple postbacks, which simplifies delivery and new insight into post-install events; hierarchical source ids, which afford more opportunities to uncover learnings that improve optimisation; hierarchical conversions, where performance insights come more rapidly, predictably, and frequently; and also Safari mobile web support, which grants additional privacy-safe channel to reach users on their mobile devices. 

In Mid-2022, InMobi has integrated its ‘Exchange’ SSP into Yahoo’s DSP to enable advertisers direct access to premium in-app supply. 

Singapore – Top smartphone brand Xiaomi in Asia has partnered with Xapads Media, adtech platform based in India, for the management of all its media sales activities in its ad platform, Mi Ads. The tie-up is targeted at offering premium app inventory in Xiaomi for brands and marketers in the SEA region. 

Xiaomi has been seeing incredible success in the global market and at present, aims to increase its penetration in the SEA region. The new partnership will assist brands in tapping the full power of on-device app recommendations within Xiaomi. Aside from offering advertisers exclusive access to Xiaomi’s premium app inventory, the partnership will be helping marketers with real-time insights, quality user acquisition, and premium ad placements while generating leads and giving product recommendations in a hygienic environment. 

Nitin Gupta, Xapads CEO, commented, “We at Xapads are glad to be associated with Xiaomi and its inventory integrated with our award-winning proprietary AI / ML driven programmatic engine, [Xerxes.]. Advertisers will get easy and direct access to Xiaomi’s premium inventory along with better pricing and ad placement options.”

Gupta added, “I believe that with the combination of Xapads’s expertise and access to Xiaomi’s [inventory,] we will be able to offer our clients with the best programmatic solutions around OEMs. [Together,] we hope to redefine performance programmatically and help brands to better sustain themselves in the adtech landscape.”

Ramneek Chadha, COO of Xapads Media, also expressed his excitement about the development, “It’s great to work with a credible, trusted and leading OEM partner. The new branding and promotion opportunities would help marketers connect with hard-to-reach niche audiences and optimize their ad campaigns”. 

Chan Liu, GM for International Internet Business Dept. at Xiaomi, also commented, “Xiaomi doesn’t only offer amazing hardware products, we’re also committed to creating a rich ecosystem of internet services based on MIUI. Our cooperation with Xapads will build a bridge for better communication between brands and Indonesian consumers and deliver value to everyone.”