InMobi Advertising has launched a conversational AI agent within its Buyer Hub platform, giving media buyers a natural-language interface for discovering advertising inventory, building deals and optimizing campaigns across InMobi’s supply.
The new capability is powered by InMobi’s unified intelligence layer and is designed to bring agentic AI into the day-to-day workflow of agency traders and demand-side platform (DSP) users. At the same time, InMobi is opening Buyer Hub to agencies and managed-service DSPs, expanding direct access to its premium mobile and connected TV advertising inventory.
Rather than automatically executing campaign decisions, the agent recommends curation and optimization actions using live campaign context. Traders remain responsible for approving those recommendations, reflecting an increasingly common model for agentic advertising in which AI handles discovery and analysis while humans retain control over buying decisions.
Buyer Hub originally launched in June 2025 as InMobi’s self-service platform for media buyers, initially serving inventory curators. The company says feedback from agencies and managed-service DSP customers helped shape the latest version, with direct portal access emerging as a key demand.
The expanded platform includes role-based access controls, inventory discovery, self-service reporting and Deals Forecasting. Agencies can use the inventory discovery functionality to identify and curate InMobi supply before activation, while reporting tools provide campaign metrics and diagnostics directly to trading teams.
Deals Forecasting adds another layer of decision support by estimating available advertising opportunities during deal creation. The forecast remains visible as traders configure a deal, potentially reducing the uncertainty associated with determining whether sufficient inventory will be available after activation.
The development comes as advertising platforms increasingly experiment with AI agents capable of navigating complex media-buying workflows. InMobi recently partnered with Scope3 to make premium CTV and mobile in-app supply, including Glance, available to AI-powered buying agents through Scope3 Interchange.
Together, the initiatives illustrate a developing two-sided model for agentic advertising. AI can assist buyers in finding suitable inventory while other agents can help supply-side participants package and surface inventory for potential buyers.
That distinction could become important as programmatic advertising moves toward more automated decision-making. Traditional DSP workflows require traders to navigate multiple interfaces, interpret audience and supply data, configure deals and monitor performance. Conversational interfaces could compress some of those steps into natural-language interactions, provided the underlying data and recommendations are reliable.
The approach also reflects a broader shift from automated execution toward AI-assisted decisioning. InMobi’s agent does not replace the trader’s authority. Instead, it combines campaign context, supply information and optimization signals to recommend actions that a buyer can accept or reject.
For agencies, the potential benefit is operational efficiency. Direct self-service access can reduce reliance on email-based deal setup and provide trading teams with greater visibility into available inventory and campaign diagnostics.
Publicis Media’s PMX has described Buyer Hub as a way to improve campaign setup and activate high-performing inventory more efficiently, while Butler/Till highlighted the potential for agentic technology to make supply curation more dynamic.
Market Landscape
Programmatic advertising is entering a phase in which AI is increasingly being applied to the workflow surrounding media buying, not just to individual bidding or optimization decisions.
Conversational AI agents can potentially simplify inventory discovery, deal construction, audience selection and campaign diagnostics. The challenge is ensuring that recommendations remain grounded in accurate, real-time supply and performance data.
The emergence of AI-powered buying agents on both sides of the advertising transaction could also alter how DSPs, supply-side platforms (SSPs), publishers and agencies interact. Instead of traders manually searching marketplaces, agents may increasingly identify opportunities based on predefined goals and campaign context.
This could make inventory quality, interoperability and machine-readable supply information more important competitive factors across the programmatic ecosystem.
Strategic Outlook
InMobi’s Buyer Hub launch suggests that conversational AI is moving closer to the operational layer of programmatic media buying. The value proposition is not simply asking an AI system questions, but allowing it to connect supply, audience and campaign-performance signals within the same workflow.
For agencies and DSPs, this could reduce repetitive trading tasks while allowing experienced buyers to focus on strategy and exceptions. For supply platforms, AI-driven discovery could create new ways to surface premium inventory based on campaign requirements rather than manual marketplace navigation.
The human-in-the-loop approach is likely to remain important as agentic advertising develops. Automated recommendations can accelerate decision-making, but media buyers still need visibility into why an action is suggested and control over whether it is executed.
If these systems prove effective, conversational interfaces could become an increasingly common layer across DSPs, SSPs, retail media networks and other advertising platforms.
Top Insights
- InMobi’s conversational AI agent brings natural-language interaction into programmatic buying, helping traders discover inventory, build deals and optimize campaigns.
- Buyer Hub’s agency expansion gives trading teams direct self-service access to InMobi inventory, reporting, forecasting and campaign management capabilities.
- The agent recommends optimization actions while keeping traders in control, reflecting a human-in-the-loop approach to emerging agentic advertising.
- Deals Forecasting provides live inventory estimates during deal creation, helping buyers assess available opportunities before activating programmatic campaigns.
- InMobi’s work with Scope3 illustrates how AI agents could increasingly operate across both demand-side buying and supply-side inventory discovery.
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