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Improved Inventory Quality
A direct path improves traffic verification because a smaller number of SSPs makes it easier to review data and act on the insights. This also creates a self-policing incentive for the remaining SSPs as they make efforts to remain in this smaller coveted list of partners.
Improved Campaign Performance
An underappreciated aspect of the explosion in programmatic selling is the constant ingestion, review of and generation of insights from the large volumes of data generated every day. Buyers get to improve a lot across all these areas when they work with a smaller set of SSPs as they get to spend more time per unit of information. As a result, average campaign performance improves as the data feedback loop becomes more efficient.
Strategic and Product Alignment with SSPs
When buyers spend more through a preferred smaller set of SSPs, they can influence the SSP product roadmaps to a greater extent. This helps buyers drive product innovation in a direction that suits their business needs and goals better.
InMobi is the world’s leading Marketing Cloud, driving real connections between brands and consumers. We create new paths for brands to understand, identify, engage and acquire consumers by leveraging our exclusive access to mobile intelligence and technology platforms.
As a leading technology company founded in 2007, InMobi has been recognized as a 2019 CNBC Disruptor 50 company and as Fast Company’s 2018 Most Innovative Companies. For more information, visit inmobi.com.
