Sydney, Australia – As more and more brands seek to measure their brand campaigns across all digital media, marketing cloud InMobi has announced a new partnership with technology company The Trade Desk to cater to this growing need among marketers by making their respective platforms available to clients accordingly.
Through the partnership, InMobi’s mobile-first consumer intelligence platform – InMobi Pulse, will be made available on The Trade Desk’s demand side platform (DSP). Such use of these in-app brand lift surveys that are delivered programmatically can aid brands to measure metrics such as brand awareness, favorability, intent to purchase and other metrics that determine campaign effectiveness.
Vivek Misra, senior director for data partnerships at The Trade Desk said that they are thrilled to partner with InMobi, and aim to make it easy for marketers to access reliable and affordable brand lift studies from within their platform.
“Marketers are under more pressure than ever to demonstrate the impact of their advertising dollars. The Trade Desk is committed to giving advertisers more options to measure the value of their ad spend and prove their marketing investments are driving business results,” Misra said.
Meanwhile, Vasuta Agarwal, managing director for Asia Pacific at InMobi, commented, “This proposition by InMobi Pulse gives digital marketers an efficient, accurate and unbiased means to establish the efficacy of their campaigns. Marketers can accurately deliver in-app surveys to an exposed group which has seen the ads and to a control group which has not seen the ad. Through the difference in brand metrics between the two groups, the true impact of a campaign can be measured.”
InMobi also noted that the brand lift study can be deployed for a single creative or the entire campaign, based on the metrics the brand intends to measure. Advertisers can measure ad recall, awareness, consideration, favourability and purchase intent using the InMobi Pulse BLS on The Trade Desk’s platform.
InMobi’s latest partnership comes in line with the company’s recent goals to take their marketing cloud service globally, which led to the appointment of Krista Thomas as the company’s senior vice president and head of marketing for its marketing cloud division.
At the APAC level, InMobi has also shown its growth in the region, including senior appointments for its ANZ division, and with other corporate partnerships such as with Prebid.org and Gojek.
