InMobi launches 'Agentic Seller' for AI-powered mobile, CTV ad buying
InMobi Advertising has partnered with Scope3 to introduce the first "Agentic Seller," enabling AI-powered buying agents to access premium mobile in-app and CTV ad inventory, including Glance's 300 million first-party users. This initiative, built on AgenticAdvertising.org's Ad Context Protocol, aims to streamline programmatic advertising and offer differentiated inventory previously unavailable to AI buying agents. The partnership seeks to remove manual setup complexities, allowing rapid campaign activation and optimizing ad experiences for outcomes.
Key Takeaways
- InMobi's "Agentic Seller" opens premium mobile in-app and CTV ad inventory to AI-powered buying agents.
- The partnership provides access to InMobi's 2 billion global mobile users and Glance's 300 million first-party users.
- Built on AgenticAdvertising.org’s Ad Context Protocol (AdCP), it reduces manual setup time from days to minutes.
- This system allows supply owners with differentiated inventory, like Glance's high-attention surfaces, to participate in programmatic without commoditizing their offerings.
Why It Matters
InMobi's move toward agentic buying marks an early step in integrating AI directly into programmatic ad transactions, potentially removing layers of manual configuration. This could allow buyers to access higher-quality, contextually distinct inventory, previously less accessible through standard programmatic auctions. For supply owners, it offers a path to monetize scarce, premium ad space without diluting its value. This development signals a market shift where AI agents could become central to inventory discovery and campaign activation, emphasizing nuanced audience signals over broad auction models. Watch for the results of pilot campaigns, expected in the coming weeks, to gauge the efficiency and performance improvements of this approach.
Read full article at martechseries.com