InMobi to leverage Infutor’s identity graph data

Mobile marketing platform InMobi has chosen Infutor as a data partner. It will supplement the first-party demographic data on its platform with data from Infutor’s True Source Identity Graph. The graph draws deterministic, privacy-compliant data from interactions involving over 260 million consumers.

Infutor’s identity solution allows additional attributes and insights to be appended to first-party based profiles, supporting richer segmentation strategies for advertisers. “We want advertisers on InMobi’s platform/network to be as effective as possible in reaching the right consumers,” said Todd Rose, SVP global business development at InMobi in a release.

Read next: InMobi CEO bullish about prospects for independents in the advertising space

Why we care. Mobile users are willing to offer up first-party data when they download and log into an app. Most apps collect at least some identifying data — but it can be minimal. Knowing someone’s name and email address doesn’t tell you much about them. If they’ve downloaded a recipe app or a sports app, you know a little more.

To really develop addressable audiences, however, requires collecting further attributes and appending them to the correct identities. That’s what Infutor, a Verisk company, seeks to do, in a secure and privacy-compliant way, based primarily on transaction data from an extensive set of U.S. consumers.

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.