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In a bid to revive growth and investor interest, Bangalore-based mobile advertising platform, InMobi is going to launch new analytics service model, which will combine data from clients with insights on consumer behaviour that it has gathered and create new marketing strategies for enterprises.
With the help of this new analytics service, the company will now not only push advertisements on smartphones but will run marketing campaigns through email and other channels.
This move will make InMobi a direct competitor of global online advertising giants such as Google, Acxiom and Harte Hanks. InMobi has so far gathered data from third-party website and partners, and mostly competed with Google and Facebook.
Speaking on this development, Manish Dugar, vice president for finance and legal, InMobi said, “finding new initiatives and scaling them is a regular activity in our industry. The company follows an investment philosophy of 60:30:10. While the bulk of the money is used to run the existing business, a tenth of the money goes into trying out ‘moonshots’ which are at an idea stage.The ideas that make it past this stage are then provided with investment to scale and commercialise the idea. Big data analytics is one such initiative.”
The person familiar with the new development said, the trials have already begun and soon company will roll out full fledged services.
Earlier in last year, InMobi had raised $5 Mn from its high-profile investor SoftBank, with the Japanese company promising another $25 Mn. According to the media reports, the company is seeking a valuation of $2 Bn.
Launched 8 years back as a mobile-search engine mKhoj, now InMobi has an outreach to 872 Mn unique devices across over 200 countries and currently it serves 138 Bn ad impressions per month and receives 4.8 Bn ad requests per day.
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