InMobi Unveils “Ad Experiences” Platform with Fossil as First Brand Partner, marking the Indian‑born ad‑tech firm’s entry into a full‑funnel, AI‑driven solution that blends first‑party data, premium CTV inventory, and programmatic reach to deliver measurable brand outcomes.
What InMobi Ad Experiences Offers
At its core, the solution bundles four traditionally siloed capabilities: inventory, targeting, creative, and measurement. By stitching together Glance’s AI‑powered ambient CTV environment with InMobi’s demand‑side platform, advertisers can serve native, cinematic integrations that feel less like ads and more like extensions of the viewing experience. The platform’s “Frame Ad Experience” delivers a 57 % lift in brand recall and a 10 % lift in awareness according to Cint‑measured data—numbers that surpass typical CTV baseline performance.
The technology also introduces a layered intelligence engine. User‑level context derived from Glance’s engagement data enriches InMobi’s audience segments, enabling precision targeting at scale without sacrificing privacy. The approach aligns with Gartner’s 2024 forecast that 70 % of ad spend will be programmatically executed using first‑party data, underscoring the market’s shift toward consent‑driven, high‑quality signals.
Why the Launch Matters
Fossil’s partnership illustrates a broader industry trend: brands are seeking omnichannel solutions that can move seamlessly from screen to mobile to web. The beta’s success validates InMobi’s claim that a unified data foundation can generate consistent outcomes across the funnel—from top‑of‑mind awareness on CTV to conversion‑ready audiences on mobile. IDC reports that CTV ad spend grew 30 % YoY in 2023, yet many advertisers still struggle to translate that exposure into sales. InMobi’s promise of a “single intelligent platform” directly addresses that conversion gap.
From an enterprise perspective, the platform reduces the operational overhead of stitching together multiple vendors. Marketing teams can now plan, execute, and attribute campaigns within a single UI, simplifying budget allocation and performance reporting. This consolidation is especially valuable for large advertisers who manage dozens of brand portfolios across multiple markets.
Competitive Context
Traditional programmatic DSPs such as The Trade Desk and MediaMath excel at inventory aggregation but rely heavily on third‑party cookies and fragmented data sources. In contrast, InMobi’s model is built on first‑party consumer data harvested from Glance’s CTV ecosystem, a distinction that aligns with privacy‑first regulations like the EU’s GDPR and California’s CCPA. While Amazon DSP offers rich retail data, its inventory is primarily limited to Amazon‑owned and operated sites. InMobi’s claim of a “full‑funnel” experience—spanning CTV, mobile, and web—positions it as a more holistic alternative to siloed solutions.
Implications for Enterprise Marketers
For chief marketing officers and performance teams, the platform offers three immediate benefits:
- Outcome‑Based Buying – Campaigns are purchased against pre‑defined KPI targets (e.g., lift in recall) rather than raw impressions, shifting budget decisions from volume to impact.
- Unified Attribution – Integrated measurement ties CTV exposure to downstream actions on mobile and desktop, addressing the “last‑click” blind spot that plagues many multi‑screen strategies.
- Scalable Creativity – AI‑generated ambient content on Glance allows brands to scale cinematic creative without the traditional production bottlenecks, a boon for time‑sensitive launches.
The Fossil case study demonstrates that even legacy fashion brands can leverage AI‑driven ambient advertising to rejuvenate their image, a tactic that could be replicated across sectors such as automotive, consumer electronics, and FMCG.
Market Landscape
The ad‑tech ecosystem is rapidly converging around three pillars: first‑party data, AI‑enhanced creative, and cross‑device measurement. According to Forrester, 84 % of marketers plan to increase investment in AI‑powered ad formats by 2025. Simultaneously, privacy regulations are forcing a migration away from third‑party cookies, accelerating the adoption of solutions that can monetize first‑party signals at scale. InMobi’s integration of Glance’s CTV audience with its own DSP infrastructure reflects this shift, offering a privacy‑compliant path to high‑impact video inventory.
Connected TV continues to outpace linear TV in ad spend growth, while over‑the‑top (OTT) platforms provide granular audience segmentation that traditional broadcast cannot match. However, the industry still grapples with fragmented attribution across devices. InMobi’s promise of a single measurement layer could set a new benchmark for cross‑screen reporting, encouraging other platforms to close the loop between exposure and conversion.
Top Insights
- InMobi’s Ad Experiences combines 300 M first‑party CTV users with 2.5 B global programmatic reach, delivering a unified data foundation for advertisers.
- Fossil’s pilot generated a 57 % lift in brand recall and a 10 % lift in awareness, surpassing typical CTV benchmarks.
- The platform’s native, cinematic ad format reduces creative fatigue and aligns with AI‑driven ambient content trends.
- By bundling inventory, targeting, creative, and measurement, InMobi streamlines the media buying workflow for enterprise teams.
- Privacy‑first architecture positions the solution ahead of competitors still reliant on third‑party cookies.
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