SAN FRANCISCO, CA:  InMobi, a mobile advertising and discovery platform, announces integration with leading demand-side-platforms (DSPs) Adelphic, AppNexus, The Trade Desk, TubeMogul, AudienceScience and Turn to scale high engagement mobile video ad formats across in-app programmatic inventory.

With this partnership brand advertisers will be able to leverage mobile-first full-screen, auto-play, HD video on the InMobi Exchange, the company’s programmatic marketplace.

The InMobi exchange focuses on native advertising and is powered by Rubicon project. It offers programmatic buyer’s video ad formats across 22,000 transparent apps bringing to market the most extensive and diverse set of engagingmobile ad experiences. According to eMarketer, spending on programmatic video will account for 65% of the total U.S. digital media dollars by 2017, or $7.43 Billion.

Advertisers’ growing preference for immersive video-centric ad formats - including vertical and 360 - on mobile programmatic campaigns is consistent with recent media consumption trends. eMarketer reports one in three consumers watch video on their mobile devices, which means watching video on mobile is already more common than using devices to listen to music. Within InMobi’s programmatic exchange, campaigns running non-skippable video formats have a 95 percent completion rate, providing brands with optimal viewability and engagement.

“Mobile is fast becoming the favourite - not the second - screen for consuming video content,” says Anne Frisbie, Senior Vice President of Brand and Programmatic at InMobi. “It is great to see that major programmatic buying platforms now support mobile-first video so that advertisers can powerfully reach consumers where they are.”