What metrics would you use to evaluate InMobi's programmatic mobile advertising exchange?

Introduction

Evaluating the success of InMobi's programmatic mobile advertising exchange requires a comprehensive approach to metrics that considers all key stakeholders in the mobile advertising ecosystem. To address this product success metrics challenge, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering the perspectives of advertisers, publishers, and end-users.

Step 1

Product Context

InMobi's programmatic mobile advertising exchange is a real-time bidding platform that connects mobile app publishers with advertisers looking to reach specific audiences. The exchange facilitates the automated buying and selling of mobile ad inventory across a wide range of apps and websites.

Key stakeholders include:

1. Advertisers: Seeking efficient, targeted ad placements
2. Publishers: Looking to monetize their mobile app inventory
3. End-users: Expecting relevant, non-intrusive ad experiences
4. InMobi: Aiming to grow market share and revenue

User flow:

1. Publishers integrate InMobi's SDK into their apps
2. Advertisers set up campaigns and bid strategies
3. When a user opens an app, an ad request is sent to the exchange
4. Advertisers bid in real-time for the impression
5. The winning ad is displayed to the user

The exchange plays a crucial role in InMobi's strategy to become a leading mobile advertising platform, competing with giants like Google's AdMob and Facebook Audience Network. InMobi differentiates itself through its focus on emerging markets and advanced AI-driven targeting capabilities.

Product Lifecycle Stage: Growth - The programmatic mobile advertising market is expanding rapidly, with increasing adoption by both publishers and advertisers.

Software-specific context:

• Platform: Cloud-based infrastructure for real-time bidding
• Integration points: APIs for DSPs, SSPs, and data management platforms
• Deployment model: Continuous integration/continuous deployment for rapid feature updates