The Consumer Insights & Experience Summit
Chicago 2023 | September 18-19
If we look at the modern-day business world, the more demanding the role is, the fancier and shorter the title is. But it’s different in the case of Todd Rose of InMobi. Therefore, we asked him to join us on this episode of The Marketing Rapport and tell us more about his job title: SVP of Global Business Development and GM of Identity and Addressability.
Todd shares his teams’ areas of focus and the challenges they tackle. He also discusses the past, present, and future of InMobi. Finally, he lists questions every company eager to operate internationally must ask to meet different data privacy-related legal requirements.
”InMobi started about 15 years ago as a traditional mobile advertising network. […] A lot of people know InMobi as an in-app SSP mobile ad exchange. What folks may not realize is that we’ve built end-to-end capabilities on top of that. […]
Most companies in the ad tech arena fall into one of two broad buckets. They’re either a consumer-facing property first that has subsequently built enterprise ad tech capabilities to build a robust walled garden. We know the walled gardens — the TikToks, Twitters, and Facebooks of the world.
The other large category is pure ad tech vendors focused on helping third parties monetize their inventory or execute campaigns, DSPs, SSPs, and alike. We are that rare breed that started purely as a third-party ad tech solution provider and evolved in the other direction to build a set of consumer-facing properties and surfaces.”
Todd’s GM of Identity and Addressability Role in a Nutshell
”We’re all familiar with the challenges the industry is facing with the deprecation of mobile advertising IDs and third-party cookies in the mobile web environment. And so, our mandate is how do we help ensure the addressability of media in a post-cookie world?
So when you ask what the problems we’re working on are. The first thing to clarify is identity is one subset of a larger problem. It’s a problem of addressability. […] I don’t see a one-size-fits-all solution or panacea for identity and addressability.
We’re working on an almost hierarchical portfolio-based approach to addressability that blends one-to-one identity with cohort-based solutions and contextual solutions to solve the problem of addressability for our clients.”
How Does a Company Like InMobi Manage to Serve Large Markets, While Dealing With Regulations and Unique Consumer Preferences?
”It’s a matrix problem. A lot of companies are dealing with legislation in one country, and that’s challenging enough as is. Now multiply that matrix by a hundred-plus countries.
[02:56] ”I believe the best business development folks have a solid foundation in product because they understand what’s feasible, and they’re less inclined to over-promise and under-deliver.”
[12:05] ”A lot of publishers want the transparency, control, and new neutrality inherent in a self-media ad solution for their advertising, rather than relying on third party black box solutions.”
[20:06] ”What I’m impressed by with InMobi is that everyone is encouraged to think big, and it’s a company that does not shy away from making big bets on the future and putting real wood behind the fire.”