San Francisco, USA InMobi, an established provider of content, marketing, and monetization tech that help businesses fuel growth, has 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 extensive global portfolio of clients direct access to premium in-app supply and global user base, at scale.

Prior to this collaboration, InMobi’s substantial supply of international audiences was only accessible through third-party exchanges; now, this collaboration provides SDK-powered direct inventory, creating smooth supply path optimization for advertisers around the world and establishing increased transparency and efficiency for buyers. For InMobi’s wide stable of publisher partners, being plugged directly into Yahoo’s DSP means increased monetization capability and higher coverage with premium Fortune 500.

Yahoo’s omnichannel DSP is fueled by more than 200 billion data signals, enabling optimized and efficient reach and relevance. Yahoo partners with the industry’s premier supply, including its own SSP, to bring advertisers and brands robust inventory opportunities, while driving supply optimization.

Kunal Nagpal, SVP and general manager, publisher platform and exchange at InMobi, said supply path optimization is an important element that many are focused on throughout the industry.

“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,” Nagpal said.

 Elizabeth Herbst-Brady, VP of global revenue and client solutions at Yahoo, shared, “Yahoo cultivates robust, diverse premium supply.” 

Herbst-Brady added, “In partnering with InMobi, we’re creating a more direct line of sight for advertisers and boosting transparency and optimization opportunities.”