immobimiip

InMobi has tied up with Amazon India, Paytm and other marketplaces for launching Miip, its advertising discovery platform, reports Vccircle. The platform will be launched in its beta version soon with apps like Shopclues, Swiggy, Moneyview, Nestaway, Urban Ladder, Vozpop, Wooplr and Zimmber sporting its features.

Miip essentially shows up as an animated green monkey on apps, suggesting users which products they can buy. For example, when listening to music, the monkey pops up with relevant merchandise, track reviews, concert tickets, music equipment or trending rock collections in one place. The platform extracts various content from existing apps to make them accessible in one place. Users can also make purchases within this zone.

Internationally, Miip is still in private beta stages with partners like Machine Zone, Spotify, JustFab, Rhymeo and Vidzy among others. The company mentions its platform will be available to all customers over the next few months.

Active users: InMobi claims that its global network reaches over 1 billion active uniques. This is up from 872 million active unique users in November last year, and 759 million active unique users at the end of 2013. It claims to process over 6 billion ad requests and 420 TB of data daily. Out of this, Europe accounts for over 230 million of its monthly active uniques and InMobi reaches over 50% of the mobile devices in the region.

Other developments at InMobi:

– In July last year, InMobi introduced new monetization solutions for game developers alongside a $25 million fund for indie game developers. The company claimed that these solutions would enable developers to optimize their monetization strategies based on the emotional state of players and their game play experience as they moved through different stages of the game.

– Interestingly, an InMobi study conducted to gauge consumer engagement with mobile messaging apps in August last year, found that Indian smartphone users prefer making in-app purchases priced between Rs 71 and Rs 129. The study also revealed that 21% (or 1 in 5) mobile internet users in India have already made an in-app purchase which includes add-ons like emoticons, games, stickers, and virtual currency.

– In May last year, InMobi launched a mobile programmatic buying and selling platform called InMobi Exchange, which it claimed was the world’s first exchange to support mobile native ads. The platform was launched in association with Rubicon Project, which provided the infrastructure and massive installed base of buyers. InMobi meanwhile, chipped in with mobile expertise and scale to create the exchange. In the same month, it announced the public launch of its native ads platform, which lets advertisers display their ads in a non-intrusive manner, after a beta launch in January last year.