InMarket vs InMobi

Why SChain Validation Deserves More Attention in Programmatic

This article from IAB Tech Lab discusses the importance of the SupplyChain object (schain) in programmatic advertising for ensuring supply path transparency. It explains how schain records every entity that handled a bid request, but emphasizes that declaring a chain is not the same as validating it. Validation involves cross-checking each node against the public ads.txt and sellers.json files. The article highlights common issues like fabricated hops, duplicate seller IDs, and obfuscated bundle IDs. It urges exchanges, SSPs, and DSPs to implement and continuously validate schain to combat ad fraud, build trust, and protect revenue. The piece also mentions IAB Tech Lab's automated validation service and a proposed 1.1 update to the spec.

• The SupplyChain object (schain) records every entity that handled a bid request, starting from the original publisher.
• Validation of schain involves checking each node against public ads.txt and sellers.json files.
• A reseller must insert their own node into the chain when taking custody of a bid request, or the object becomes invalid.

Attentive VP Jema Birkmeyer Discusses AI's Role in Lifecycle Marketing

In a MarTech Series interview, Jema Birkmeyer, VP of Strategic Accounts at Attentive, discusses the evolving landscape of lifecycle marketing as AI and agentic AI take on more campaign decisions. She highlights a shift from rule-based marketing to direction-setting, where AI handles millions of real-time decisions about audience, messaging, timing, and channel, allowing marketers to focus on strategy and creativity. Birkmeyer emphasizes the need to balance short-term conversions with long-term customer value, noting that 65% of shoppers are open to more relevant messages, while 80% ignore irrelevant ones. She discusses the changing role of segmentation, the importance of deliberate testing for creative and strategy, and the risk of brands losing relevance through over-automation. The interview underscores that AI enhances but does not replace the need for human insight and creativity in building lasting customer relationships.

• Jema Birkmeyer is VP of Strategic Accounts at Attentive.
• Attentive is an omnichannel marketing platform for SMS, email, RCS, and push.
• 65% of shoppers are open to more messages if relevant; 80% ignore irrelevant messages.

InMarket Blog: New Posts on Pinterest, TikTok, Madhive Partnership, and Measurement Insights

InMarket published new blog posts covering Pinterest campaign analysis, interviews with CPG Guys and TikTok's Ann Nguyen, a Madhive partnership announcement, foot traffic measurement 101, and Cannes insights.

InMobi Launches Conversational AI Agent for Buyers

InMobi Advertising announced a conversational AI agent integrated into its self-serve deal platform, Buyer Hub, to help media buyers discover inventory, build deals, and optimize campaigns using natural language. Buyer Hub is now open to agencies and managed-service DSPs, offering role-based access controls, inventory discovery, self-serve reporting, and Deals Forecasting. The launch follows InMobi’s partnership with Scope3, which made premium CTV and mobile in-app supply — including Glance — available to AI-powered buying agents on Scope3 Interchange. InMobi positions the agent to speed up workflows while keeping traders in control, and agencies will access Buyer Hub through sales-assisted onboarding.

• InMobi Advertising launched a conversational AI agent powered by InMobi’s unified intelligence layer on its Buyer Hub platform.
• Buyer Hub is now open to agencies and managed-service DSPs, offering role-based access control, inventory discovery, self-serve reporting, and Deals Forecasting.
• The launch follows InMobi’s partnership with Scope3, which opened premium CTV and mobile in-app supply, including Glance, to AI-powered buying agents on Scope3 Interchange.

Android SDKs may leak users' precise location to advertisers

The Electronic Frontier Foundation (EFF) analyzed Android apps and found many third‑party advertising SDKs automatically inherit host app GPS permissions and, by default, capture and transmit precise location coordinates to ad networks and data brokers—often via real‑time auctions. Using network-traffic analysis and tools such as Exodus Privacy, researchers observed exact geographic coordinates being sent and named vendors including InMobi and Huawei. The report identified apps with a combined 60 million downloads and notes SDK providers claim reach across billions of users via tens of thousands of apps. Play Store privacy disclosures frequently fail to reveal this third‑party sharing, and developers may be unaware because disabling SDKs' default collection requires explicit code changes and documentation is unclear. EFF warns these sold location datasets pose serious privacy risks and calls for better developer practices and regulatory safeguards.

• EFF's technical analysis found many ad SDKs inherit app GPS permissions and by default capture and transmit precise location coordinates.
• Researchers used network-traffic analysis and tools like Exodus Privacy and observed exact coordinates sent to vendors including InMobi and Huawei.
• The investigation identified apps with a combined 60 million downloads and notes SDK providers claim reach across billions of users via tens of thousands of apps.

InMobi Launches FRAME Attention; 3.5x YouTube

InMobi Advertising launched FRAME Attention, a certified high-attention media product for Mobile In-App Video and Connected TV (CTV), validated by Lumen Research. Offered globally via Deals and IO as part of the FRAME Ad Experience suite, it guarantees a minimum Attention Per Mille (APM) floor of 8,000, supports third-party measurement (Lumen, Adelaide), and is available to brand advertisers and agencies. Independent testing found InMobi’s mobile in-app video delivered 3.5× the attentive seconds versus a YouTube-equivalent benchmark, while CTV inventory reached 9,593 APM — 31% above a 7,286 streaming benchmark. A Cint-measured study across four million impressions reported a 67.4% lift in ad recall and a 16.5% lift in brand awareness. The product prioritizes attentive seconds over simple viewability to help advertisers optimize for attention-quality impressions and is available across InMobi’s mobile, desktop and CTV supply, including Glance properties.

• InMobi launched FRAME Attention, a certified high-attention product for Mobile In-App Video and CTV.
• FRAME Attention is validated by Lumen Research and guarantees a minimum APM floor of 8,000.
• Independent testing: mobile in-app video delivered 3.5× the attentive seconds versus a YouTube-equivalent benchmark.