Skip To Store (ClickThrough Flow)

Overview

Skip to Store is an ad experience feature available on the InMobi Exchange for DSPs bidding on in-app inventory via the InMobi SDK. It enables a streamlined click-through flow that directs users to the advertiser’s destination as part of the ad experience.

This feature is designed for performance-focused campaigns such as app installs, retargeting, and commerce. It helps improve:

• Landing page rate
• Attribution rate
• Installs per mille (IPM)
• Cost per acquisition (CPA)
• Cost per install (CPI)

How it works

When enabled for an eligible impression, the InMobi SDK renders a full-screen ad experience with a single call-to-action (CTA) button.

• The user must interact with the CTA button to proceed through the ad flow.
• Clicking the button redirects the user to the configured click-through destination.
• The CTA messaging is dynamically optimized based on campaign objective and destination type.

Click-through destinations

The CTA button can direct users to:

• App Store or Google Play Store listing
• Deep link into an installed app
• Web landing page (href)

User interaction behavior

• If the user clicks the CTA button, the standard click tracking and redirect flow is executed.
• If the user clicks the primary ad asset (e.g., a video), the Skip to Store flow is disabled, and the default click behavior applies.

Supported formats

Skip to Store is supported for the following ad formats:

• Standalone interstitial playables
• Standalone rewarded playables
• Interstitial video
• Rewarded video

Enable Skip to Store

You can enable Skip to Store using one of the following methods:

Option 1: Managed rollout by InMobi

InMobi can enable Skip to Store across a defined percentage of traffic for selected formats and placements.

• Example: Enable for 50% of rewarded video inventory
• Rollout is configured and managed by InMobi upon request

Option 2: DSP-controlled enablement

DSPs can control Skip to Store on a per-impression basis using OpenRTB extensions.

This approach allows you to:

• Apply the feature selectively based on campaign logic
• Maintain internal optimization strategies (for example, CTR or CPA optimization)
• Control click classification and reporting

API Integration

Sample Request

Sample Response

Click tracking behavior

CTA button click

When the user clicks the Skip to Store CTA button:

• Standard click trackers are triggered
• The configured click-through URL is opened

Format-specific behavior

Video ads

• Video click trackers are triggered
• Video click-through URL is opened

Playable ads

• Configured click URL is triggered
• Associated landing page is opened

FAQs

What click trackers are triggered when the user clicks the CTA button?

Standard click trackers are triggered, consistent with a normal ad click. The configured click-through URL is then opened.

Which click-through URL is used?

• Video ads: Video click-through URL defined in the VAST response
• Playable ads: Configured click URL associated with the creative

What happens if the user clicks on the main ad asset instead of the CTA button?

If the user clicks the main ad asset (for example, the video player), the Skip to Store flow is disabled for that interaction. The default click behavior is applied.