History of InMobi and Verve Group Partnership

InMobi has been working with PubNative, now part of Verve Group, since 2017. In 2020, Verve Group was formed following the acquisitions of PubNative, Platform161, and Verve. More recently, in 2021, Nexstar Digital’s video and connected TV (CTV) advertising platform (formerly known as LKQD), Smaato and Beemray also became part of Verve Group.

InMobi Exchange is Verve Group’s top supply-side platform (SSP) partner. Through InMobi Exchange, Verve Group is able to expand the in-app scale and reach they are able to offer their demand-side partners. Primarily through open exchange buying, Verve Group works with InMobi Exchange to place banner and video ads with premium non-gaming in-app audiences. In particular, InMobi Exchange has proven to be an ideal supply partner for Verve Group clients looking for high video completion rates. All of this was accomplished with very little change in eCPMs throughout 2021, making InMobi one of the most cost-effective in-app supply platforms for Verve Group.

When working with InMobi Exchange, Verve Group has a 99% win rate. This translates into higher served impressions, which helps leading hypercasual gaming, casual gaming and music apps see increased revenue. For example, PeopleFun saw a 148% increase in ad revenue from Verve Group in the first half of 2021, while Tripledot Studios saw a 246% increase in ad revenue in the same period.

How InMobi Exchange Helped Verve Group’s Middle East Expansion Plans

In 2020, Verve Group was particularly interested in expanding its reach in the Middle East and North Africa (MENA). This was especially critical for a major agency in the region that Verve Group works with, along with a major pharmaceutical company that was looking to target consumers in app throughout MENA.

Through InMobi Exchange, Verve Group was able to help the agency and their pharmaceutical brand client see success in 2020. And as a result of the continued partnership in the region, demand-side partners of Verve Group were in a strong position to reach consumers in the region during 2021 Ramadan season.

Results

Verve Group has long seen positive results from InMobi Exchange, and that proved to be the case during 2021. Verve Group’s win rate was close to 99%, and their render rate was 10% higher than average. In addition, not only were the eCPMs that Verve Group paid out for banners 42% below average, but their video ad eCPMs were 64% below what their peers paid as well.