Apple is now officially enforcing its AppTrackingTransparency (ATT) framework, as iOS 14.5 is presently live. With this change, apps will be required to prompt users to explicitly opt in to having data about them collected and shared for advertising purposes.

As a result of these changes, Apple’s device-level Identifier for Advertisers (IDFA) will be largely unavailable for most iOS app users. What do these changes mean for in-app advertising attribution? How will advertisers focused on app installs and user acquisition be able to optimize, target and report if they no longer have user-level data? Let’s explore further.

How IDFAs are Used Now

Right now, IDFAs…

As the Covid-19 vaccine becomes more widely available and as states begin to ease restrictions, are Americans ready to go outside again for entertainment? To find out, we’ve been conducting consumer research since December 2020 through InMobi Pulse, InMobi’s mobile market research solution.

According to the latest results from March and April 2021, while some adults in the U.S. are ready to go to the movies or sporting events, others are still hesitant. Here’s what our most recent research uncovered.

Top Takeaways

  • People who are not vaccinated and have no plans to be vaccinated are most likely to be visiting entertainment venues…

In a year which, for many people, Mother’s Day will be celebrated virtually, what will be the biggest Mother’s Day shopping trends of 2021? How do Americans plan to spend on Mother’s Day this year?

To find how consumers planned to celebrate mother, we commissioned a survey through InMobi Pulse, InMobi’s mobile market research solution. In April, we polled over 1,100 people across the U.S., asking them whether they would even be celebrating Mother’s Day this year, how they planned to celebrate and what they were planning on buying Mom (if anything) for her special day.

Here’s what the survey…

In an effort to improve transparency in the programmatic mobile in-app advertising ecosystem, the IAB has released three key tech standards since 2019: app-ads.txt, sellers.json and the OpenRTB supply chain object (also sometimes known as Schain object). For all demand-side platforms (DSPs), it’s important to understand what each tech standard entails and how it benefits their operations:

  • App-ads.txt: Ads.txt (Authorized Digital Sellers) is a solution that helps buyers identify authorized sellers in the programmatic world. With app-ads.txt, the version of ads.txt designed specifically for the mobile app community, the app publisher/developer creates a repository of authorized sellers, which is listed…

Who are using food ordering and restaurant mobile apps at the beginning of this year, and how do current trends in food delivery and online food ordering now compare to what we observed at the beginning of the COVID-19 pandemic in the United States? That’s what we wanted to find out.

In Q1 2021, we surveyed close to 900 people from all over the U.S., to see how they were ordering food and thinking about dining. …

In the latest edition of Mobile Insights with InMobi, we sat down with Utkarsh Sinha, who leads demand-side product marketing for InMobi Exchange, to talk about contextual targeting. With user-level advertising becoming less feasible and less compelling for some advertisers, contextual targeting is on the rise, especially in in-app advertising. In this 18-minute conversation, Utkarsh discusses what contextual targeting is, why it’s valuable and how it’s evolving. Tune in today!

Top Quotes from Utkarsh:

  • “Contextual targeting is the practice of reaching users based on the content they are consuming at that point.”
  • “For example, Nike could target users who are consuming content related to…

As connected TV (CTV) viewership rises, so does programmatic CTV media buying. And as is the case with any other form of digital advertising, as more advertisers seek to reach viewers of more and more top OTT and CTV channels programmatically, supply chains grow more complex — and this in turn means that supply path optimization (SPO) becomes even more pertinent.

For a more detailed look at what SPO stands for and what it means for mobile marketers, be sure to download your copy of InMobi’s SPO guidebook today.

Why CTV Advertisers Need SPO

While CTV advertising sees major growth, advertisers in the space are…

There are now dozens of popular video streaming and on-demand video services, but who are these streaming services users? What video content options do they know about and prefer, and is there space in the rapidly growing streaming market for new entries? That’s what we wanted to find out.

To get a better sense of how this marketing is evolving, we embarked on a two-stage approach. First, we conducted a mobile survey using InMobi Pulse, speaking with hundreds of consumers across the United States to see which streaming platforms and services they turned to most frequently. …

Social media platforms have been all over the news in 2020 as a result of international and presidential politics. And not only have the social platforms themselves been making headlines, but many Americans have been turning to these apps to stay in touch with others and learn more about the world while they are largely stuck at home.

To get a better sense of who have been downloading social media apps in 2020, we turned to the data. …

Even when everyone is largely staying at home and not traveling much, it’s both possible and beneficial to use location data in advertising and marketing campaigns. The key is in thoughtfully using location intelligence to reach the right set of users.

Using Location Information to Find and Reach the Best Target Audiences

Although many Americans are limiting or avoiding in-person errands like shopping in grocery stores or dining out at restaurants, that’s not to say that we’re solely staying at home and totally shunning the physical world. Rather, many are simply adopting different shopping tactics. In particular, there has been a growth in popularity in shopping options like touch-free pickup and…


Matthew Kaplan is the Content Marketing Manager at InMobi (

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