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InMobi Partners with Factual to Develop Better Mobile Location DataInMobi has announced it is integrating Nielsen Digital Ad Ratings (DAR) —the industry standard for digital ad measurement — to more precisely measure the demographic composition of audiences reached on its platform.

A global mobile advertising and discovery platform, InMobi has designed this move to provide advertisers with an industry-standard independent source.

“This integration enhances InMobi’s efforts to create a secure and trusted environment for media buys — both on its ad network and the InMobi Exchange programmatic channel,” the company announced in a media release issued Tuesday. “With this, advertisers can run tags from Nielsen DAR to verify the mobile age and gender of the targeted audiences. This feature is available on the ad network and also through private marketplace buys on the InMobi Exchange.”

The move is a global one. InMobi has been certified by Nielsen for mobile in-app DAR in multiple markets that include the U.S., UK, France, Germany, Australia, India, Singapore, Indonesia, Philippines, Thailand, Malaysia, and Japan.

“Audience quality is a huge concern for advertisers,” said Jeff Coon, the VP of Global Alliances at InMobi. “We are committed to providing advertisers with the necessary measurement tools to build confidence in the quality of our audiences. The integration with Nielsen DAR will allow us to deliver our promise of quality, at scale, to advertisers in a measurable manner.”

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