Observed Signal · Jun 3, 2026 · Product Launch · Source: Adweek · Impact: 3/5 · Sentiment: Positive
InMobi and Scope3 Launch Sell‑Side AI Agent
InMobi has partnered with Scope3 to debut a sell-side AI agent that autonomously represents and sells premium Glance ad inventory. The agent will operate via Scope3’s Interchange agent-to-agent media platform and use the open Ad Context Protocol (AdCP), an industry standard driven in part by Scope3 CEO Brian O’Kelley and other coalition members such as Yahoo and PubMatic. InMobi and Glance will pilot the system in the coming weeks; the company did not name participating brands. InMobi argues agent-to-agent workflows are better suited for context-dependent, commerce-style inventory (like Glance lock-screen and in-app shoppable experiences) than traditional programmatic DSP/SSP pipelines. InMobi recently acquired AI app-analytics firm MobileAction and expects agentic transactions to grow over 2026–2028.
Introduces agent-to-agent (agentic) buying for premium, commerce-style inventory using an open standard (AdCP); pilots and vendor adoption could change how premium inventory is transacted and affect DSP/SSP roles.
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Key Takeaways & Evidence Grounding
- InMobi partnered with Scope3 to build a sell-side AI agent for selling Glance ads.
- The sell-side agent will operate via Scope3’s Interchange agent-to-agent media platform.
- The system is built using the Ad Context Protocol (AdCP), an open standard supported by industry players including Yahoo and PubMatic and led in part by Scope3 CEO Brian O’Kelley.
- InMobi and Glance will pilot the agentic buying system over the weeks following publication (article date 2026-06-03).
- InMobi acquired AI-backed app analytics firm MobileAction the month prior for an undisclosed sum.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
InMobi Launches First Agentic Seller with Scope3
InMobi Advertising announced a strategic partnership with Scope3 to launch the industry’s first “agentic seller,” enabling AI-powered buying agents to access InMobi’s premium mobile in-app and exclusive CTV inventory — including Glance — through a single connection on Scope3 Interchange. The integration uses the AgenticAdvertising.org Ad Context Protocol (AdCP), allowing buying agents to submit briefs and receive matched inventory, audience signals, and campaign parameters in minutes instead of days. The deal aggregates roughly 2 billion InMobi mobile users and Glance’s 300 million first‑party active devices under one AdCP connection. Pilot campaigns are expected to go live in the coming weeks.
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 Acquires MobileAction to Boost iOS Ads
India-based ad tech firm InMobi announced the acquisition of Apple-focused advertising startup MobileAction (terms undisclosed) as part of a push to strengthen its Apple Ads capabilities. InMobi executives say iOS ad demand has been underleveraged due to signal loss, limited Apple inventory and the specialized tools required to compete there; they note Apple is expanding ad placements across Maps, News, and new search/sponsored units. The article also highlights industry caution about agentic AI in media buying after examples of AI agents hallucinating prices or misbooking campaigns, and reports on related industry moves including The Trade Desk strategist Samantha Jacobson moving to OpenAI and Smartly finalizing an acquisition of INCRMNTAL.
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