Observed Signal · Apr 10, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
LoopMe Launches Chartboost Direct for In-App Brand Demand
LoopMe has launched Chartboost Direct, a brand-focused SDK and toolkit designed to bring brand demand directly into mobile apps without requiring publishers to change their existing ad stacks. Chartboost Direct positions LoopMe as a connector between web SSPs, ad tech partners and mobile app environments, offering features such as Direct Pay (direct payments from brand SSP partners), Direct Deals (PMP deal IDs called from a publisher ad server) and Marketplace Deals (packaged inventory via deal IDs in mediation auctions). The product leverages LoopMe’s patented AI optimization for brand performance and targets publisher yield improvement amid a reported shift of some users from web browsing to mobile apps following GenAI adoption.
Introduces a new in-app brand-demand SDK that could materially improve publisher yield and open cleaner supply paths for brand advertisers, affecting mediation and SSP/DSP interactions in mobile app monetization.
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Key Takeaways & Evidence Grounding
- LoopMe launched Chartboost Direct to enable direct brand demand in mobile apps.
- Chartboost Direct is presented as a brand SDK for in-app environments connecting SSPs, ad tech and mobile apps.
- Features include Direct Pay, Direct Deals (PMP deal IDs), and Marketplace Deals for mediation auctions.
- Chartboost Direct is powered by LoopMe’s patented AI optimization for brand performance.
- LoopMe research cited in the announcement reports a decline in web browsing and a net increase in time spent on mobile gaming apps among some GenAI users.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
LoopMe launches Chartboost Direct for in-app brands
LoopMe has launched Chartboost Direct, a brand SDK and marketplace designed to bring brand demand directly into mobile apps. The product uses LoopMe’s patented AI optimization to provide publishers with infrastructure to accept brand demand without changing their existing ad stacks. Key features include Direct pay (payments from brand SSP partners), Direct deals (PMP deal IDs callable from publisher ad servers) and Marketplace deals (inventory packaged with deal IDs for mediation auctions). LoopMe cites research showing GenAI users shifting time from the web to mobile apps, and industry voices (Magnite) highlight AI-enriched bid-streams and improved brand signals as benefits for in-app supply and measurement.
LoopMe Expands PurchaseLoop for Lower-funnel Performance
LoopMe announced an expansion of its PurchaseLoop solution to add cost-per-install (CPI) and cost-per-acquisition (CPA) optimisation. The update introduces two activation tracks — Performance App (optimises for app installs and post-install actions) and Performance Web (optimises for acquisitions, leads, sign-ups and ROAS) — while continuing to buy on a CPM model and use advertisers' existing measurement stacks (MMPs). PurchaseLoop combines live brand campaign signals with in-app behavioural data from LoopMe’s Chartboost SDK and feeds those signals into AI models to optimise towards advertisers' CPI, CPA and post-install goals.
Former Utiq and Xandr/Microsoft Leader Joins illuma for AI Scaling
illuma, a London-based AI company specializing in contextual decision intelligence, has appointed Michel Guillon as head of solutions architecture. Guillon brings two decades of adtech leadership experience from Utiq and AppNexus/Xandr/Microsoft, where he worked closely with illuma's integrations. His role will help partners integrate illuma's contextual intelligence into their systems at enterprise scale, leveraging his deep knowledge of DSP and SSP architecture and data interoperability. illuma's AI technology is used by brands, agencies, publishers, and platforms to optimize advertising decisions in real time, and is available through major platforms including The Trade Desk, Equativ, Index Exchange, Amazon, DV360, Yahoo, OpenX, PubMatic, and Magnite. The appointment underscores illuma's expansion across leading advertising platforms.
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