InMobi Advertising Unveils Helix, a Groundbreaking AI Layer That Delivers Full-Funnel Intelligence for the InMobi DSP

San Mateo, CA — September 18, 2025 — InMobi Advertising, a global provider of mobile-first programmatic solutions, today announced the launch of its next-generation mobile-first demand-side platform (DSP), fully powered by Helix AI, a proprietary intelligence engine designed to unify data, optimize decisioning, and drive superior performance across the mobile marketing funnel. Helix AI now serves as the central intelligence layer for InMobi DSP enabling marketers to bridge user acquisition and re-engagement strategies in a single, integrated platform.

This complete reimagining of InMobi DSP, powered by Helix AI, is built to optimize both user acquisition and re-engagement within a single ecosystem. With unified measurement and continuous learning, the platform ensures every marketing dollar contributes to long-term business growth.

“The future of programmatic lies in more personalized advertising experiences, driven by agentic AI and intelligence that is not only powerful, but purpose-built for outcomes,” says Kunal Nagpal, Chief Business Officer at InMobi Advertising. “Helix AI represents a foundational shift — one that brings data, learning, and execution together to maximize value for marketers across every stage of the customer journey.”

Built on advanced neural networks and real-time learning systems, Helix AI processes more than four million bid requests per second, continuously optimizing campaign performance based on live signals and outcomes. The result is a cognitive engine that anticipates, adapts, and scales intelligently.

Helix AI allows the InMobi DSP to:

• Deliver Seamless First-Party Data Fusion – Integrate advertiser data with InMobi’s proprietary signals for richer audience insights.
• Extract Insights from Direct SDK Intelligence – Leverage real-time behavioral data from InMobi’s owned-and-operated platforms, including Glance AI, 1Weather and Roposo.
• Enhance Signal-Rich Supply Diversity – Extract contextual intelligence as well as behavioral and performance signals across a broad array of premium supply partners.
• Deliver on Always-On Learning – Campaigns evolve with each impression served, driving improved efficiency over time.

Helix AI delivers value through five strategic capabilities:

1. Intelligent Supply Path Optimization – Dynamically selects the most effective paths to high-value users using recurrent neural networks. This sophisticated filtering system eliminates fraudulent and potentially fraudulent traffic at the source, ensuring downstream algorithms operate on premium traffic only. Partnerships with leading MMPs creates a cross-sharing intelligence network that further strengthens our fraud prevention capabilities.
2. Precision Targeting Beyond Demographics – Fuses contextual and behavioral data to identify true intent and drive post-install engagement by combining advertiser first-party data with contextual signals. This approach optimizes not just for installs but for specific post-install behaviors that drive business outcomes, avoiding undue weight on correlating features that provide the same information value.
3. Dynamic, Multi-Objective Bidding—Through multi–objective neural networks, Helix AI simultaneously optimizes for LTV, ROAS, and CAC, aligning with real business goals. Helix AI predicts user action probability and adjusts bidding in real time, considering not just immediate goals but long-term value metrics like LTV, ROAS, and CAC simultaneously.
4. Creative Intelligence – Enhances and optimizes creative performance using real engagement data, from heatmaps to A/B test results. This system creates a feedback loop where genuine engagement signals continuously improve targeting and bidding algorithms, transforming creative insights into measurable campaign improvements.
5. Auction Winnability Optimization – Maximizes media efficiency through predictive bidding rooted in Helix AI's deep neural network regressors, ensuring advertisers win valuable impressions without overspending, maximizing every dollar of campaign budget.

What truly sets this reimagining of InMobi DSP apart is its ability to break down the artificial barriers between user acquisition and re-engagement. Helix AI creates a continuous intelligence loop that delivers:

• Seamless audience transitions from acquisition to re-engagement.
• Unified attribution and measurement across the entire user lifecycle.
• Compounding performance improvements as datasets enrich over time.
• Holistic optimization toward true business outcomes, not just campaign metrics.

Designed with privacy at its core, Helix AI has been engineered from the ground up with privacy compliance as a core principle. Its advanced contextual understanding means less reliance on individual user identifiers while maintaining or improving performance.

About InMobi Advertising

InMobi Advertising is a leading global programmatic platform connecting advertisers and publishers with their mobile-first audiences to drive customer growth.  by helping businesses understand, engage, and acquire consumers effectively. For marketers, InMobi offers data-driven media solutions, powered by advanced analytics to create impactful ad experiences. For publishers, they provide a comprehensive suite of tools for monetization, consent management, and user engagement that help fuel app business growth.

InMobi Advertising is part of InMobi, a consumer technology company that is transforming the way consumers discover and interact with content through its innovative AI platforms. Emanating out of Bangalore, InMobi also maintains corporate offices in Singapore and San Mateo, Calif. To learn more about InMobi Advertising visit https://advertising.inmobi.com/.