In a move to cement its position as a leader 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 Sydney, 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 leading 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 powerful in-app exchange offers rich first party data and diverse 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, behavioural 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. Mr Bartram 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 the first independent mobile advertiser to integrate Integral Ad Science (IAS) and Moat viewability and attention measurement into the SDK, further strengthening InMobi’s position as a trusted partner.
Mr Bartram, who spoke at InMobi’s Breakfast Briefing at the 2017 Programmatic Summit in Sydney earlier this month, said, “Senior management aren’t often aware that most mobile online consumption is in-app, with close to 90 per cent of time spent on mobile occurring in-app versus 10% mobile website browsing. This means that when brands are talking about mobile advertising, they should be focusing on their in-app strategy first and foremost, looking at how it fits within the brand’s digital ecosystem and how they should leverage it through the programmatic channel.”
He further elaborated, “Programmatic in-app mobile buying is not new but there has been some hesitancy around it due to assumed lack of data accountability. InMobi has worked hard to provide an industry-leading programmatic marketplace with quality in-app ad inventory that can be independently verified and we will be working even harder to enhance this offering.”
“Mobile video is inarguably the fastest growing mobile ad format today and is poised to be a $25 billion market by 2021. Consequently, 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,” said Jayesh Easwaramony, InMobi’s Senior Vice President and MD, Asia Pacific, Middle East and Africa.
“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.”