InMobi, the world’s leading marketing cloud, announced the supply of the services of its mobile-first consumer intelligence platform – InMobi Pulse, on The Trade Desk’s demand-side platform (DSP). Through this first-of-its-kind partnership, InMobi and therefore the Trade Desk will provide brands with the power to deterministically measure the incremental brand impact of their campaigns across digital media – mobile web, desktop, and in-app.
Using brand lift surveys that are delivered programmatically, brands can measure metrics like brand awareness, favorability, intent to get, and other metrics that determine campaign effectiveness. “Marketers are under more pressure than ever to demonstrate the impact of their advertising dollars. The Trade Desk is committed to giving advertisers more options to live the worth of their ad spend and prove their marketing investments are driving business results,” commented Vivek Misra, Senior Director, Data Partnerships, The Trade Desk. “We’re thrilled to partner with InMobi to form it easy for marketers to access reliable and affordable brand lift studies from within our platform.”
“This proposition by InMobi Pulse gives digital marketers an efficient, accurate, and unbiased means to determine the efficacy of their campaigns. Marketers can accurately deliver in-app surveys to an exposed group that has seen the ads and to an impact group that has not seen the ad. Through the difference in brand metrics between the 2 groups, the true impact of a campaign is often measured.” shared Vasuta Agarwal, director, Asia Pacific.
Talking about the partnership, Tejinder Gill, head, India for The Trade Desk shared, “This partnership is another step in our constant endeavor to assist modern marketers to become future-ready. Programmatic advertising is seeing strong growth in India and therefore the Pulse platform’s ability to leverage the programmatic ecosystem’s core technology to succeed in users on their primary screen – mobile – and capture feedback adds immense value. We are looking forward to more and more advertisers adopt and enjoy this new-age media effectiveness solution.”
InMobi Pulse’s AI-powered platform delivers ready-to-use analytics for marketers to drive in-flight optimizations such as:
- Creative optimization within and across ad formats like video
- Spend optimization across various media, platforms, or audiences
- Building and (re)designing the brand messaging.
The brand lift study is often deployed for one creative or the whole campaign, supported by the metrics the brand intends to live. Advertisers can measure ad recall, awareness, consideration, favorability and buy intent using the InMobi Pulse BLS on The Trade Desk’s platform.
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