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Mobile ad network company InMobi has entered into a partnership with Sky Media, the ad sales arm of telecom company Sky, to expand its offerings to advertisers and publishers in the UK. InMobi will monetise Sky Media’s mobile apps and mobile sites as its exclusive mobile ads partner.

Sky claims to have over 20.7 million unique users every month and this partnership will allow Sky to generate over 1.5 billion ad impressions per month across mobile sites and apps. Sky will make use of the InMobi Audience Platform (IAP), which targets specific audiences on mobile, across Sky Mobile properties. Sky will support brand advertisers, build its mobile offerings and opportunities sold by its direct sales team with InMobi’s IAP and InMobi Analytics.

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.

Interestingly, an InMobi study conducted to gauge consumer engagement with mobile messaging apps 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 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.

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.

Sky Media claims to reach over 90% of UK’s population and has channels like Fox, MTV, Food network and TLC among others in its portfolio. Sky Media also sells on behalf of its broadcasters such as Nickelodeon and CSC.

Image Credit: Wikipedia user Yoostar