InMobi DSP Overview

InMobi DSP allows advertisers to buy mobile in-app performance ad inventories across InMobi Ad Exchange and other leading ad exchanges. InMobi is integrated with the following ad exchanges:

Platform interoperability between InMobi DSP and Ad Exchanges

The DSP is integrated with multiple ad exchanges via APIs, enabling real-time bidding (RTB) and data exchange.

• User synchronization: To ensure accurate targeting, the DSP often synchronizes user data with ad exchanges. This involves matching identifiers (device and users), and other relevant signals.
• Real-Time Bidding (RTB) protocols: The DSP adheres to RTB protocols, such as OpenRTB, which standardizes the auction process. These protocols define how bid requests and bid responses should be formatted and processed.
• Ad creatives: The ad exchanges and SSPs programmatically receive the creatives from the DSP after winning a bid.
• Bid management and optimization: The DSP uses algorithms and machine learning models to determine how much to bid on each impression based on various factors, such as user data, past campaign performance, and Key Performance Indicators (KPIs).

Ads buying lifecycle on InMobi DSP

The ad buying process on InMobi DSP involves the following steps:

1. Receiving bid requests: When a user visits an app, the ad slot raises an ad request through an SSP. The SSP creates a bid request and forwards it to an ad exchange. The exchange optimizes the request and forwards it to the DSP. This request includes information about the user, the context of the ad placement, and other user-relevant details.
2. Ad slot request: Simultaneously, advertisers create an ad slot request (ad campaign) with InMobi DSP and share success metrics and creatives.
3. Processing bid requests: The DSP processes bid requests from the ad exchanges. It filters out fraud and invalid requests and analyzes the data using InMobi machine learning models to determine whether the user matches the target audience for the ad slot request.
   
4. Bid decision and submission: If the user is deemed a good match for the advertiser goal, the DSP calculates an optimal bid price and submits the bid response back to the ad exchange. This process happens in milliseconds.
5. Auction and winning bid: The ad exchange conducts an auction with all the bids it receives from various sources.
6. Ad delivery: Once the DSP wins the bid, it instructs the ad exchange to deliver the ad creative to the user as the ad response.
7. Tracking and reporting: InMobi DSP has partnered with the leading MMPs to track and validate the ad's performance in real-time, gathering data on impressions, clicks, conversions, and other metrics. Advertisers can use any of the InMobi-partnered MMPs for tracking and reporting.

How InMobi DSP’s bidding optimization works

InMobi DSP uses AI/ML-based bidding technology to improve user acquisition and re-marketing using the following processes:

• Target KPIs: The bidding process starts by identifying the target Key performance indicators (KPI), for example, Return on Ad Spent (RoAS) and Cost per Install (CPI).
• Compute bids: InMobi's AI/ML algorithms dynamically modify bids for each request. This process considers over 50 different attributes, moving beyond traditional metrics such as Click-Through Rate (CTR) for more accurate predictions and better outcomes.
• Calculating bids: Bids are calculated based on various factors, ensuring optimal spending. The AI/ML models consider attributes related to the user, the requirement, and the inventory:
  • Requirement-based: Factors include category grouping and product collection, which help tailor ads to specific product categories or collections.
  • User-based: User profiles, location, locality, and purchase frequency are analyzed to determine the user's value and conversion likelihood.
  • Inventory-based: The platform evaluates supply bundles, exchanges, device types, carriers, ad types, and the hour of the day to optimize ad placement and timing.
• User segmentation: The technology segments users based on their Lifetime Value (LTV) into high, medium, and low. This segmentation helps prioritize spending on high-value users while managing budget allocations for medium and low-value users.
• Optimization: By continuously analyzing user behavior and adjusting bids, InMobi DSP ensures that spending is optimized for conversions, achieving the best possible performance for the given KPIs.