Bengaluru: Mobile advertising company InMobi plans to partner e-commerce, smartphone makers and telecom companies with their ad monetisation platform and will continue to focus on their video ad platform and programmatic advertising.
InMobi plans to partner with these companies and leverage the data from telecom companies, e-commerce platforms and smartphones vendors to help them set up a small unit for advertising within the organisation.
Talking about these partnerships, Naveen Tewari, founder, InMobi, says, “We will help companies monetise on their data and help build an advertising model for them but will charge after the business is set up.” Tewari adds that in the last couple of years, their focus on videos and programmatic advertising have paid rich dividends and it will solve issues of transparency and provide 90% completion rate.
“By next year, programmatic advertising will contribute to two-thirds while video will contribute 30-40% to the business.”
Earlier, Tewari said they turned operationally profitable in 2016 because of a growth spurt in their Chinese operations as well as performance of video ad platform. Moreover, they are now focusing on US, China, India, Indonesia and Australia.
“Our video platform is one of the top technological innovations from India. The first time we launched it, it didn’t work but we took a year and built it right. Now our competition is with billion dollar companies and competing with such scales, we can’t be clunky.”
According to Tewari the digital ad spending will go beyond $335 billion in the next few years.