InMobi launches discovery platform Miip, its biggest bet to transform advertising

At an event in San Francisco, Indian ad-tech company InMobi unveiled Miip, a discovery platform that aims to transform advertising into "moments of discovery" for users.

Naveen Tewari, Founder & CEO, InMobi, said,

Ads today have forgotten the protagonist of the story – the user. With Miip, we will put the user ahead of everyone else and deliver a consistent, personalized, and content-rich experience that users will fall in love with.

Miip creates discovery zones for consumers within their apps and presents a curated collection of product feeds, apps and related content with visuals. Personified through a mascot of the same name, Miip aims to humanize the discovery experience through a series of engaging and dynamic conversations. Miip learns and refines its recommendations over time through reactions and emotions expressed by the consumer within the discovery zone.

Unlike traditional push-based advertising, Miip will capture a consumer’s attention through stories stitched together based on a unifying theme. For instance, a user who likes rock music will see an intelligently crafted story with curated recommendations across relevant merchandise, track reviews, concert tickets, music equipment or trending rock collections, all within one discovery zone. Miip extracts content from other existing apps and makes them accessible within the discovery zone. Consumers can also ‘buy’ products within the discovery zone through secure payments enabled by Stripe, the partner powering payments for Miip.

Miip offers various ways for businesses to reach and engage their audiences, including:

●      Traditional retailers and e-commerce merchants who can now showcase their catalogues to more than a billion mobile users and drive sales outside their existing stores.

●      Developers can engage and delight users with products, services and content that truly complements their app.

●      Brands will now have direct access to consumer sentiments and emotions enabling far richer insights that can be acted upon.

Miip is currently in private beta with several partners, including Spotify, Machine Zone, JustFab, The RealReal, Joyus, Rhymeo, and Vidzy. Miip will be available for all customers over the next few months.

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