The world of mobile advertising is, once again, shifting gears. This time, the catalyst is InMobi Buyer Hub—a self-service platform just launched by InMobi Advertising. Built for media buyers of all stripes—from agencies and brand-direct teams to DSPs, curators, retail media networks, and media owners—the platform offers a direct gateway to plan, build, discover, and purchase programmatic deals. What makes this initiative stand out? It leans heavily into agentic AI, a move InMobi suggests will streamline deal curation and speed up the creation of high-quality programmatic deal IDs in ways we haven’t quite seen before.
Key Takeaways:
- InMobi Buyer Hub is a new self-service platform aimed at simplifying mobile programmatic advertising.
- It gives media buyers direct access to manage and purchase programmatic deals.
- The platform leverages agentic AI to enhance efficiency in deal curation.
- Emphasis on sell-side curation helps reduce noise in the bidstream, raising the quality of advertising signals.
- Buyers can blend their first-party data with InMobi’s user-level and contextual data.
- Early adopters include well-known curators like Audigent, @curate, Givsly, and Antipodes.
- Enhanced targeting, real-time insights, and privacy compliance are central benefits.
The Drive for Transparency and Control in Programmatic Advertising
Programmatic advertising has firmly established itself as a cornerstone of digital marketing. It automates ad space transactions, ideally making it easier to deliver the right message to the right audience, at scale. But the system isn’t without flaws. There’s been growing discontent around inefficiencies, lack of spend transparency, and challenges with precise targeting. InMobi Buyer Hub attempts to cut through some of that noise, offering a clearer, perhaps even more elegant, path forward for media buyers.
For some context, InMobi Advertising began its journey in 2007 as a mobile ad network. Since then, it’s morphed into a broader programmatic ecosystem, offering data tools, user acquisition services, and mobile-first advertising solutions. Its global footprint and longstanding mobile-first philosophy set the stage for a platform like Buyer Hub—a natural evolution in response to increasingly complex ad buying environments and shifting privacy expectations.
Sell-Side Curation: Cutting Through the Clutter
At the core of Buyer Hub is the concept of sell-side curation. As Kunal Nagpal, Chief Business Officer at InMobi Advertising, explains, this model “removes the need for a broad, unfocused approach to audience development.” Instead, curated, context-rich inventory is bundled into pre-packaged deals enriched with meaningful data. The goal? Better win rates for advertisers and more ad dollars directed toward effective placements rather than lost in the shuffle of irrelevant impressions.
This “signal over noise” approach is a recurring theme. It’s not just about reaching more people—it’s about reaching the right people, more efficiently.
Agentic AI: A New Frontier in Deal Curation
Perhaps the most intriguing aspect of Buyer Hub is its use of agentic AI. This kind of AI doesn’t just crunch numbers passively. It’s designed to act with a degree of autonomy—analyzing data, spotting patterns, and generating actionable outputs like programmatic deal IDs, often without human prodding.
In practice, that means it can handle the heavy lifting of sorting through mountains of data, leaving media buyers with more time to think strategically and tweak campaigns for performance. This isn’t just automation for automation’s sake; it’s a step toward smarter, more adaptive advertising workflows.
The bigger picture here? The digital ad world is increasingly leaning into self-service and automation. Platforms like this one reflect that shift, providing the computational backbone to move faster and smarter in an ever-competitive media landscape.
Elevating Targeting Through Data Integration
A standout feature of Buyer Hub is how it enables media buyers to bring their own first-party data into the mix. That kind of data—collected directly from a company’s customers—is often the most reliable. When paired with InMobi’s proprietary signals (derived from their SDK and publisher relationships), it creates a more dimensional view of user behavior and context.
Importantly, all this happens under strict privacy compliance. With regulations like GDPR and CCPA reshaping the advertising ecosystem, InMobi seems well aware that trust is a non-negotiable.
This integration of diverse data sets allows brands to build nuanced audience segments. Imagine combining customer purchase histories with app usage patterns and real-time contextual cues—it opens the door to much sharper ad targeting. And since it’s happening in real time, advertisers can pivot as needed, optimizing as they go.
Early Adoption by Leading Curators
Some notable names are already onboard. Curators like Audigent, @curate, Givsly, and Antipodes are tapping into Buyer Hub to extend their audience reach and refine curation strategies.
Chris Feo, Chief Business Officer at Experian Marketing Services, put it succinctly: integrating Audigent’s audience segments into Buyer Hub is turning “more impressions into working media” and delivering real business results.
Rhys Denny, Co-Founder and CEO of @curate, echoed the idea, noting that “the future of programmatic isn’t about more noise, it’s about more signal.” Their partnership with InMobi, he says, is helping drive a move toward cleaner, more efficient supply paths.
These testimonials suggest the platform isn’t just theory—it’s already solving practical challenges.
What’s Next? A Beta Program and Ongoing Expansion
The debut of InMobi Buyer Hub is just the beginning. The platform is built on three pillars: AI-powered supply, a self-serve interface, and data privacy. That combination is meant to make life easier for buyers while increasing the impact of their campaigns.
Among its offerings: premium, brand-safe inventory across multiple channels, real-time insights, and campaign-specific analytics. Media buyers get more control and flexibility, along with the confidence that they’re acting within the bounds of privacy law.
Later this spring, InMobi will open up a beta program, inviting more brands and agencies to take the platform for a spin. This pilot phase will be key for gathering feedback, ironing out any kinks, and maybe even adding a few features based on how it performs in the wild. The focus ahead? Likely improving AI tools, expanding data integrations, and boosting measurement capabilities.
If it all pans out, InMobi Buyer Hub could become a fixture in the programmatic toolkit for advertisers looking to navigate mobile-first environments with more precision and less friction.
Frequently Asked Questions (FAQs)
What is InMobi Buyer Hub?
InMobi Buyer Hub is a new self-service platform from InMobi Advertising designed to let media buyers plan, build, optimize, and purchase programmatic ad deals with a focus on mobile-first inventory.
How does InMobi Buyer Hub use AI?
The platform uses agentic AI to simplify and speed up the process of creating high-quality programmatic deal IDs, improving targeting efficiency and reducing manual effort.
What is “sell-side curation” and why is it important?
Sell-side curation packages contextually rich, high-quality inventory into curated deals, reducing unnecessary impressions and improving the relevance and impact of ad spend.
Can I use my own data with InMobi Buyer Hub?
Yes. The platform allows integration of first-party data with InMobi’s contextual and user-level signals—all managed in a privacy-compliant way.
Which companies are currently using InMobi Buyer Hub?
Early adopters include Audigent, @curate, Givsly, and Antipodes.
What are the benefits of using InMobi Buyer Hub for media buyers?
Media buyers gain direct control over deals, better targeting via AI and data integration, real-time insights, transparency in ad spend, and strong privacy safeguards.
When will InMobi Buyer Hub be available to more brands and agencies?
A beta program inviting wider participation is expected to launch later this spring.
