In a move to strengthen its position in global mobile programmatic, InMobi, a global mobile advertising platform, has appointed Stuart Bartram as VP of Brand Solutions and Programmatic across Asia Pacific, Middle East and
Africa (APMEA).
Based in Australia, Mr Bartram brings a wealth of programmatic experience to InMobi, having worked on both sides of the fence. Most recently, he managed MediaMath’s Demand-Side Platform (DSP) as ANZ Country Manager. Prior to that he was APAC Managing Director at Rubicon Project and worked with publishers through its Supply-Side Platform (SSP).
In his new role, Mr Bartram will oversee the growth of the InMobi Exchange in the APMEA region. This in-app exchange offers rich first party data and various mobile ad formats. In Australia alone, the InMobi Exchange reaches over 12 million unique users across 22,000 apps and premium publishers in a brand safe environment.
One of Mr Bartram’s key focus areas will be to educate the market on the value of first party data from Software Developer Kits (SDKs), which provide around 200 data signals covering demographic, geography, behavioral and device. This will empower brands to control and enhance their in-app programmatic campaigns and leverage new video formats, including 360-degree and vertical video. He will also be strengthening InMobi’s verification and fraud detection capabilities to make mobile programmatic more secure and transparent for local marketers.
With viewability becoming a requisite for brands, InMobi doubled down on viewability in late 2016, becoming an independent mobile advertiser to integrate Integral Ad Science (IAS) and Moat viewability and attention measurement into the SDK.
“Mobile video is the fastest growing mobile ad format today and is poised to be a USD 25 billion market by 2021. We have seen a growing preference from advertisers for immersive video-centric ad formats on mobile programmatic campaigns and with this, an increased demand to measure complete viewability. Stuart adds to our in-depth roster of InMobi programmatic experts and we are thrilled to have him on board as we continue to raise the industry standard for mobile programmatic buying globally,” said Jayesh Easwaramony, InMobi’s Senior Vice President and MD, APMEA.
