• by Laurie Sullivan  @lauriesullivan, Yesterday

InMobi Advertising will introduce a Buyer Hub Wednesday to support agentic, programmatic mobile services for media buyers, including agencies, media owners, direct brand teams, curators, retail media networks, and demand-side platforms (DSPs).

The goal is to reduce costs and integrate AI agentic agents to automate tasks. The platform gives buyers direct access to build, plan, discover, optimize, and purchase programmatic deals with transparency and control.

Kunal Nagpal, chief business officer at InMobi, told MediaPost that DSPs produce a lot less value to marketers compared what they offered in the past, although they still take the signal biggest chunk of ad-technology tax. The thinking is that this change will level what is paid in margins across the advertising supply chain. 

“We understand that you don't want a trillion auctions just to get to seven million users per campaign, for example,” Nagpal said. “The dynamics of relationship across the supply chain changed during the last couple of years," he said, and now the change has "gathered full steam.”

Nagpal said advertisers and their agency partners have been working more directly with companies selling advertising space like supply-side platforms (SSPs), which now bring what DSPs did in the past.

They no longer provide that service, he said. Instead, they charge a higher fee for services that no longer make sense. 

“The platform of tomorrow is fully agentic,” Nagpal said. “Brands are free to make agents on our platform, and those agents become the interaction model between the advertiser and the consumer.”

Agentic AI will power InMobi’s hub. The platform streamlines the curation process and enables the creation of high-quality programmatic deal IDs.

Media buyers gain access to a self-serve interface, designed to be a seamless experience that maximizes campaign performance.

Curators such as Audigent, @curate, Givsly, and Antipodes that live in the hub can expand audience data across all programmatic campaigns.

Rhys Denny, co-founder and CEO of @curate, believes the future of programmatic is not about more noise, but rather more signals -- and smarter curation, cleaner supply paths, and faster activation across the open web.

The platform will show the brand the type of audiences it should find and target. “Here's the provider of that audience,” he said. “Here's the cost of that audience. We could run it over these many days during this time to get better efficacy.”

It also will tell the brand which type of creative to run based on its priorities.

InMobi Buyer Hub will allow buyers to leverage their first-party data along user-level and contextual signals, drawn from its proprietary SDK and proximity to publishers wrapped in privacy.

It uses brand-safe, omnichannel premium supply, insights, and campaign-directed measurement and analytics and enables media buyers to remain in control throughout the process.

Nagpal said InMobi has begun working on those agents. “I have to first, you know, eat my own dog food,” he said. “So, we will start to test them internally very soon.”

He said that's what programmatic promised, but the industry lost that during the last decade.

“I think now we're at a point of an inflection in our technological advances to truly deliver on those promises,” Nagpal said.