InMobi Launches All-In Ad Decisioning System

Advertising and commerce tech company InMobi has unveiled Mobius, a system which evaluates available ad options against a client-defined outcome, selects what runs, and measures results to inform subsequent decisions.

InMobi Group's businesses are InMobi Advertising and flagship commerce platform Glance. The group uses data, machine learning and generative AI to help brands reach audiences more precisely and consumers discover products more intuitively. Described as a 'unified intelligence system for advertising decisioning', Mobius operates across the company's full ad stack from Exchange and DSP to powering ads on Glance. The company says the system processes an average of over 25 trillion predictions across signals each day, to serve an average of over 200 billion advertising opportunities: these signals come from a variety of sources, including zero-party from InMobi's proprietary consumer survey product, its weather app 1Weather, Glance, and third-party signals from publisher apps, pixel data, licensed data and direct ecosystem alliances.

In Mobi says the new system is also designed to support improved yield for publishers and better traffic shaping for DSP partners, with 'the same intelligence layer serving each side of the ecosystem.'

Co-founder Abhay Singhal (pictured) comments: 'Advertising systems are being asked to make increasingly complex decisions in milliseconds, with audience, media, creative and business outcomes all informing the choice. 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.'

The company is online at www.inmobi.com .