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InMobi’s founder and CEO, Naveen Tewari feels that the 1.2 billion people who see InMobi’s mobile advertisements on various apps, find them irrelevant marketing messages directed at them. According to him advertising must solve the purpose of helping people discover new products and services that they actually want to buy.

To test this proposition, Bangalore-based mobile advertising platform, InMobi, has launched Miip, its new ad discovery platform and it also happens to be the name of their new animated monkey mascot, which will help advertisers monetise app users.

Miip creates a discovery zone for consumers within their favorite apps as they switch between different apps. The platform presents a curated collection of product feeds, apps and related content based on consumers’ buying and viewing patterns. Over time, the platform refines its recommendations based upon reactions and the emotion expressed by the consumer within the discovery zone and suggests products that one might want to buy.

For instance, a user who likes rock music will see an intelligently crafted story with curated recommendations across relevant merchandise, track reviews, concert tickets, music equipment or trending rock collections – all within one discovery zone.

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Miip also comes with an inbuilt facility to allow consumers to buy curated products within the discovery zone through secure payments, enabled by Stripe.

According to Naveen Tiwari, “If this platform works as promised, it would be a big leap forward for advertisers touting specific products and services for sale.”

InMobi had been beta testing the platform with around 5 million users along with several partners including Spotify, Expedia, Orbitz, Joyus, MachineZone, JustFab, Rhymeo, Vidzy and TheRealReal.

According to Inmobi, Miip ads will begin appearing in 40,000 apps for now and will eventually convert most of the 200 million ads served by its network each month.

Quick Facts About InMobi

  • Outreach to 872 Mn unique devices in over 200 countries
  • Serves 138 Bn ad impressions per month
  • Receives 4.8 Bn ad requests per day

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