What features could InMobi add to its programmatic advertising platform to give advertisers more granular targeting options?

Introduction

To improve InMobi's programmatic advertising platform with more granular targeting options for advertisers, we need to analyze the current state of the platform, understand advertiser needs, and propose innovative features that align with market trends and user expectations. I'll outline a strategic approach to enhance InMobi's offering and maintain its competitive edge in the programmatic advertising space.

Step 1

Clarifying Questions (5 mins)

• Looking at the programmatic advertising landscape, I'm thinking InMobi might be facing increased competition from tech giants. Could you share insights on InMobi's current market position and its primary differentiators?

Why it matters: Determines if we should focus on unique features or improving existing capabilities Expected answer: InMobi is a strong player in mobile advertising but faces pressure from Google and Facebook Impact on approach: Would emphasize mobile-first, cross-device targeting features

• Considering the rapid evolution of data privacy regulations, I'm curious about InMobi's current data sources and targeting capabilities. Can you elaborate on the types of data InMobi currently uses for targeting and any limitations we're facing?

Why it matters: Influences the types of targeting features we can realistically implement Expected answer: InMobi uses first-party data, partner data, and some contextual signals, with growing limitations on third-party cookies Impact on approach: Would focus on first-party data enrichment and contextual targeting innovations

• Given the increasing demand for real-time optimization, I'm wondering about InMobi's current real-time bidding (RTB) infrastructure. Could you provide an overview of our RTB capabilities and any performance bottlenecks we're experiencing?

Why it matters: Determines the technical feasibility of implementing more granular targeting options Expected answer: InMobi has a robust RTB system but faces challenges with latency in certain regions Impact on approach: Would prioritize features that can be efficiently implemented within current infrastructure constraints

• Considering the diverse needs of advertisers, I'm interested in understanding our current customer segmentation. Can you share insights on the types of advertisers using InMobi's platform and their primary campaign objectives?

Why it matters: Helps tailor targeting features to specific advertiser needs Expected answer: Mix of large brands, performance marketers, and app developers with varying objectives from brand awareness to user acquisition Impact on approach: Would develop a range of targeting options to cater to different advertiser segments