InMobi Launches Mobius to Unify Advertising Decisioning
Mobius helps advertisers generate ad experiences that engage consumers and drive full-funnel outcomes across brand and performance objectives within a single system.
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InMobi, a global technology company powering the future of agentic commerce and advertising, has introduced Mobius, its unified intelligence system for advertising decisioning.
Mobius operates across InMobi’s full ad stack from Exchange and DSP to powering ads on Glance. It evaluates eligible advertising options against a client-defined outcome, selects what runs, and uses measured results to inform subsequent decisions.
Mobius processes an average of over 25 trillion predictions across signals each day, to serve an average of over 200 billion advertising opportunities daily. Mobius draws on the full data spectrum.
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Zero-party signal comes from InMobi’s proprietary consumer survey product, where people declare preference and intent directly. InMobi-operated surface 1Weather, a popular weather app, and Glance, an AI-powered commerce platform that is transforming the way consumers discover and shop, and which is backed by InMobi, generate rich first-party user signals.
70,000+ SDK-integrated publisher apps and pixel data across InMobi Exchange and InMobi DSP, licensed data and direct ecosystem alliances are the sources for third-party signals.
“Advertising systems are being asked to make increasingly complex decisions in milliseconds, with audience, media, creative and business outcomes all informing the choice,” said Abhay Singhal, Co-Founder of InMobi.
“Mobius brings those decisions into one governed system. It forecasts what is likely to work, determines what should run and records the basis for that choice, so the next decision can start with evidence from the one before it.”
From an advertiser’s point of view, every Mobius decision starts from the outcome the advertiser wants, then coordinates the audience, supply and creative components needed to deliver it and creates a decision trace recording what ran and why.
Permission travels with the data itself, so what a brand has the right to use sets the limits of what Mobius will consider. Because the outcome is defined first, so is the measurement. For each campaign, the KPI, measurement partner, attribution rule, holdout and evidence window are established before media runs.
Mobius then compares measured outcomes against its own forecast and routes that evidence back into the decisions it can inform.
“Measurement and accountability need to be part of the decision system itself,” Singhal said. “With Mobius, the outcome and the method used to evaluate it are established before the media runs. The system can then compare what happened with what it predicted and use that evidence to improve subsequent decisions.”
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Advertisers are already seeing results with Mobius. For a LinkedIn campaign promoting its learning content, Mobius identified and reached the users most likely to engage, driving them into the promoted content for deeper, more engaged sessions. The partnership delivered value for users and drove better outcomes for LinkedIn.
The Founders Day campaign run by supermarket chain Grocery Outlet, orchestrated end-to-end through Mobius, reached 8.6 million unique shoppers across CTV and mobile over a 12-day flight. CTV video completion peaked at 98.7% against a blended average of 82.7% across both channels.
The interactive wipe-to-reveal unit drove a 6.6% wipe-through rate to a store-locator call to action, and the AI Companion, which turned the end of each video into a two-way conversation about nearby stores and relevant deals, saw 35% engagement and delivered a 3x lift in click-through rate.
“This campaign showed us what is possible when you pair the power of the Grocery Outlet brand with a truly intelligent platform,” said Jim Porterfield, CMO of Grocery Outlet.
“Beyond putting Founders Day in front of millions of shoppers, Mobius helped us build experiences that got people to engage, discover and act. That is exactly the kind of smarter, more captivating marketing we have been looking for, and it is changing how we think about turning a great deal into a great experience.”
Mobius helps advertisers generate ad experiences that engage consumers and drive full-funnel outcomes across brand and performance objectives within a single system. For brand-building campaigns, it can optimise toward outcomes such as ad recall and brand lift.
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For consideration, it can work against metrics, including consideration lift and qualified visits. For performance campaigns, it can optimise toward return on ad spend and longer-term return on ad spend, using measurement sources appropriate to each objective.
The benefit extends beyond advertisers and agencies. The system is designed to support improved yield for publishers and better traffic shaping for DSP partners. The same intelligence layer serves each side of the ecosystem, which is what makes a full-funnel claim credible rather than a list of separate products.
