InMobi UnifID enables quick integration with identity providers

2021-04-26 01:30

InMobi announced the launch of UnifID, an offering designed to simplify and streamline identity resolution for mobile app publishers and developers.

"We are proud to introduce UnifID, as it is truly a one-of-a-kind solution that will help our publisher partners make their inventory more addressable and thus more valuable," said Kunal Nagpal, SVP and GM of InMobi Exchange, a division of InMobi.

UnifID allows publishers to choose and work with multiple identity players providing optionality for marketers to bid on or target users leveraging people-based identifiers in a channel agnostic way, instead of mobile ad IDs.

In the first phase of the launch, UnifID will allow publishers to integrate with three identity providers: LiveRamp, ID5 and BritePool.

"The partnership with InMobi enables us to make our first-party identifier available to a wider audience, allowing app publishers to better monetize their audiences and advertisers to run targeted and measurable campaigns beyond the enforcement of the ATT framework."

In the second phase, InMobi plans to integrate UnifID with additional ID providers such as Epsilon, Liveintent, Parrable and Zeotap to offer even more optionality to publishers.

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