Audience Targeting on InMobi DSP

User acquisition campaigns

The audience data required for training the models for the UA campaigns are: 

• InMobi’s first-party data from the Glance and other InMobi platforms provide high-quality user behavioral, content consumption, and ad interaction data.  
• Unattributed data from advertisers improves the accuracy and efficiency of ad targeting and aligns with cost-effective strategies and compliance with evolving privacy regulations.  Read more on how sharing unattributed data with InMobi DSP helps advertisers.
• Real-time events data captured during the campaign, including metrics such as installs, post-install events, and user engagement dynamically improves the targeting. 
• Integrated Ad Exchanges, including InMobi Exchange, Vungle, Google Ads, etc. also provide quality data for InMobi DSP bidder. 

Remarketing campaigns

The audience data required for training the models for the REM campaigns are: 

• Advertiser’s audience: For a remarketing campaign, InMobi DSP targets advertisers’ audiences by showing them personalized ads to encourage re-engagement and conversions. These data have device IDs and other required information. Importantly, these segments cannot be shared across different advertisers. You can ingest your Audience data into InMobi DSP using the Audience Segmentation and Ingestion process. 
• Custom audience: If required for a campaign, InMobi DSP can also build custom audiences. The DSP creates and utilizes custom audiences for campaigns by combining rule-based data with various event-driven data sources. 

Importance of unattributed audience data   

Although InMobi DSP has access to quality first-party and third-party data, the advertisers’ unattributed data helps the campaign in the following ways:

Improves InMobi machine learning model training and accuracy  

Unattributed data sets provide abundant information about user behavior and preferences and are not limited to ad-driven interaction. Enabling unattributed data on your MMP dashboards allows the DSP to access a broader spectrum of data points. These include organic installs and user actions within the app, which contribute to more comprehensive training samples for the ML models.    

With more robust data sets, models predict user behavior more accurately and optimize ad placements effectively.  

Reduces exploration time on the open internet  

In the absence of unattributed data, InMobi DSP may allocate some campaign period and budget to identify potential conversion opportunities across various app categories. This process is costly and inefficient due to the high variance in conversion probabilities and the sparsity of conversion events.   

Instead, InMobi team can utilize the historical unattributed data patterns to make informed bidding decisions and allocate budget efficiently, thus, improving ROAS for advertisers.  

Overcomes data sparsity challenges  

In scenarios with sparse pre-historic data, unattributed data provides additional contexts and user interaction signals, even if it’s not directly linked to conversion. This broader data view allows InMobi internal systems to identify and learn from subtle patterns, user drops, and other signals that precede conversions, enriching the training dataset and enabling more precise targeting.

Facilitates comprehensive performance analysis  

By tracking all events leading up to conversions, the InMobi team can better understand the customer journey and identify which interactions are most likely to lead to conversions. This insight is vital for optimizing campaign strategies and allocating resources more effectively.  

Importance of unattributed audience data for iOS campaigns

Apple's App Tracking Transparency (ATT) framework emphasizes user privacy by requiring explicit consent for tracking. Despite this, the relevance and importance of unattributed first-party data still exist. InMobi DSP remains effective in driving performance for advertisers by leveraging first-party data responsibly and in compliance with ATT. The data comes from the following sources: 

• The Identifier for Advertisers (IDFA): For users who have opted in  
• The Identifier for Vendors (IDFV): Strictly follows Apple's guidelines, ensuring it is not used for cross-publisher user identification.  

For example, for a gaming studio with multiple apps, the DSP leverages unattributed data from various bundle IDs that have enabled IDFA and IDFV. The availability of the opted-in IDFA and the publisher-specific IDFV in the first-party data allows the identification of similar users in the supply stream, serving as positive conversion labels for the models. 

The presence of crucial contextual signals, including OS version, handset type, city, carrier, and the precise timing of conversion events within the unattributed data, provides valuable contextual data to fine-tune the optimization engine.

Benefits of InMobi DSP audience segments

The InMobi DSP audience segments have the following benefits:

Enhanced targeting

By using advanced machine learning-backed segments, InMobi DSP allows advertisers to target their ads more precisely, increasing the relevance of the ads to the users.

Improved ad performance

Targeted advertising based on well-defined segments leads to higher engagement and conversion rates, as ads are more relevant to the users' interests and behaviors.

Data-driven insights

The categorization of audiences provides valuable insights into user behaviors and preferences, helping advertisers refine their strategies and improve campaign effectiveness.

Optimized budget allocation

 Advertisers can allocate their budgets more efficiently by focusing on high-performing segments, thereby maximizing RoAS.