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Vasuta Agarwal, CBO of consumer advertising platform InMobi, highlights the company’s performance, future trends, and more.
Report from Statista According to , the number of smartphone users in India is estimated to reach over 1 billion in 2023. Brands are increasingly choosing mobile platforms as a means of marketing and advertising. Additionally, mobile apps have largely become an important channel for businesses to engage with their customers.
Vasuta Agarwal, Consumer Advertising Platform CBO at InMobi, an Indian mobile marketing platform, defined 2023 as an interesting year for her company. why? She has two reasons.
First, in terms of InMobi’s journey, we have completed 16 years of existence, growing to around 2 billion users worldwide, working with around 25,000 advertising partners.
Second, Glance, a smart lock screen platform introduced by InMobi Group in 2019, has over 200 million users in India and Southeast Asia, covering almost 80% of Android smartphone users in India alone. It has also started monetization and advertising on the platform.
According to Agarwal, InMobi’s main focus areas in 2024 are privacy-first marketing and continuing to double down on AI investments. “We continue to invest heavily in privacy and how we can stay ahead of the curve when it comes to advertising in an era where privacy is paramount.” There are large-scale use cases for the targeting, bidding, and pricing algorithms that are at the core of the stack. So we will continue to focus and invest heavily on these two aspects,” she said. states.
He also said that streaming and video will continue to play a big role in the future development of OTT platforms and short video apps. “Video exists in all different shapes and formats, and our investment in Glance in particular is focused on video, including live gaming, shoppertainment, and short-form video feeds,” she commented. doing.
The Indian gaming ecosystem has undergone significant evolution throughout 2023. Statista, the Indian mobile gaming market is projected to reach a revenue of USD 139.2 million in 2023. Agarwal commented that since Glance introduced the game in January 2019, games on the platform have become more interesting to advertisers as the viewer base has expanded.
“It’s a misconception that young people are the only audience for gaming, as there are very healthy skews across demographics right now. We’re starting to spend time on gaming as a form of entertainment, and that’s why when brands look at gaming audiences, we know they’re looking at it across the board.”
Trends in AdTech and MarTech organizations
With the proliferation of online activity and widespread sharing of data, individuals and organizations alike have become increasingly aware of the potential risks associated with data breaches and unauthorized access. Google plans to disable third-party cookies for 1% of its users starting January 4, 2024. Starting in Q3 2024, it will be disabled for all users.
Agarwal says that in 2023, the world has moved into an era of privacy-first advertising. “We’ve seen this in the iOS ecosystem in the US and Europe, especially as Apple introduced Ad Lens Privacy, which doesn’t use user IDs for any kind of advertising or ad measurement. So we expect this trend to continue in 2024. I expect it to continue,” she said.
Regarding the impact of changes to the Android ecosystem due to Google Play ID, Agarwal also said that the push to prioritize privacy will continue and will be front and center in India as well.
The Google Play ID is a unique identifier for Android applications and consists of two parts separated by a period. Used for identification to prevent fraud and abuse.
“India has come out with its own version of the Data Protection Bill (in December 2019). So I think user privacy is going to be at the core of a lot of things on the advertising side, but it’s something that the Indian ecosystem needs to prepare for as well. It’s a change that has to happen.”
Trends emerging from the grassroots are adnet zero Initiative. This represents the advertising industry’s commitment to minimizing the carbon footprint of creating, producing and running advertising, with the aim of achieving a true net-zero impact.
Agarwal explains that this is an initiative that InMobi invested in in 2022 along with several partners around the world. “This may soon be a phenomenon in India as it is part of the responsible media buying framework being promoted by many global companies,” she added.
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