The Future of Mobile Monetization: Q&A With InMobi’s Ram “TK” Krishnamurthy

Mastering mobile monetization has never been easy.

The ecosystem is ever-evolving. Shifting user expectations, privacy considerations, and tech innovations (and consolidations) are forcing app publishers to re-evaluate how they drive ad ARPDAU.

In this new mobile economy, publishers should focus on privacy-first strategies and seek out partners who can best help them optimize for both revenue and retention.

In preparation for our upcoming webinar, The Future of Monetization — on Wednesday, December 7, 2022, at 1 PM EST — with InMobi and SmartNews, we reached out to Ram “TK” Krishnamurthy, General Manager (Meson) and VP of Strategic Partnerships, InMobi, to learn more about the challenges publishers face, how they’re adapting to elevate their ad revenue and the importance of unifying auctions across multiple demand sources.

Lynne d Johnson: With the launch of Apple’s ATT in 2020, the launch of SKAN 4.0 in October, and testing for Google’s Privacy Sandbox expected soon, what’s most important for publishers to consider about user privacy and addressability in 2023?

Ram “TK” Krishnamurthy: Publishers who are deprioritizing cookie dependency and focusing on privacy-first unified identity solutions are the best poised for optimized ad fill and revenue in 2023. We’ve also seen increased interest in seller-defined audiences (SDAs), which necessitate tools that provide publishers with more granular control over user cohorts.

With the release of SKAN 4.0, there is renewed optimism for the future of iOS app growth with greater insights into campaign performance and more powerful optimization and measurement capabilities than previous iterations.

LdJ: Time and again, studies reveal that users prefer free apps over those that require subscriptions. Given the often precarious balance between user retention and monetization, what overarching trends are you seeing across publishers you work with?

TK: Mobile app publishers are seeking more flexibility and control over their monetization settings. This can take shape in multiple ways, such as flexible ad format placements, heavier use of native ads, and more robust user segmentation.

To achieve the monetization flexibility they need to optimize for both revenue and retention, many publishers are seeking ways to augment their existing tech stack — without necessarily developing it all in-house.

LdJ: You have mediation technology that unifies auctions across multiple demand sources. This tech promises to give publishers more control and greater ability to maximize their in-app revenue. How so?

TK: Meson serves as in-house mediation for mobile apps, empowering publishers with reliable and scalable tools to take control of their monetization, without the headache of building it themselves.

For instance, we provide mobile app publishers with complete control over their open auction dynamics, giving them the tools they need to manage demand for each waterfall, between ad lines, and across different types of networks. As the bid dynamics are unbiased and fully transparent — including log-level data for all auctions — publishers can make informed decisions about what’s best for their app and monetization goals.

Additionally, we provide robust tools to help publishers cohort their users so that they can choose the best monetization strategy for their various user segments. They are also able to use this data for user acquisition.

Don’t forget to register for our upcoming webinar — The Future of Monetization  — on Wednesday, December 7, 2022, at 1 PM EST — with InMobi and SmartNews where you’ll learn how publishers are taking control of their monetization destiny. Register now!