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InMobi launches UnifID identity solution for app publishers
April 23, 2021 10:37
Independent marketing cloud InMobi has launched a mobile ID solution to enable integration with identity providers.
The announcement:
InMobi, the world’s leading independent marketing cloud, today announced the launch of UnifID, an industry-first offering designed to simplify and streamline identity resolution for mobile app publishers and developers. UnifID (pronounced “unified”) works as a stand-alone solution or in combination with other industry-leading alternatives that have entered the marketplace. It is designed to help app publishers make their advertising inventory more addressable and thus more valuable to advertisers.
“We are proud to introduce UnifID, as it is truly a one-of-a-kind solution that will help our publisher partners make their inventory more addressable and thus more valuable,” said Kunal Nagpal, SVP and GM of InMobi Exchange, a division of InMobi. “UnifID improv
InMobi Launches UnifID Identity Solution for App Publishers digitalmedianet.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from digitalmedianet.com Daily Mail and Mail on Sunday newspapers.
“Brand X wants to spend on your inventory!”
It’s the sort of pitch publishers have been getting from one identity tech provider in particular in recent months: LiveRamp. Publishers say LiveRamp among the best known of the ID tech players has been particularly aggressive in its quest to coax publishers to adopt its identity product, even name-dropping brands they claim have committed to spending on identified audiences.
In February, LiveRamp sent emails to publishers saying Macy’s signed on to spend $1 million on ads carrying LiveRamp IDs, according to two publisher executives who received the emails, which were viewed by Digiday. LiveRamp’s pitch may be falling flat, though.