TextNow Significantly Improves Mobile App Inventory Monetization with LiveRamp and InMobi
146% lift in eCPMs on iOS | 73% increase in fill rates on iOS
Improvement in eCPMs on iOS: lift for native ads
Improvement in eCPMs on iOS: lift for banners
Increase in Fill Rates on iOS: lift for banners
Leveraging LiveRamp and InMobi to Improve Monetization and Enable Addressability
To ensure advertisers could continue reaching their audiences, TextNow leveraged their existing partnership with InMobi to further monetize their advertising inventory globally in an increasingly post-IDFA world. In 2021, TextNow adopted InMobi’s UnifID, a unique solution that allows app publishers and developers to quickly implement multiple identity solutions—such as LiveRamp’s Authenticated Traffic Solution—all through one integration, and increase the addressability of opted-in users.
TextNow was one of the first mobile publishers to support ATS through InMobi’s UnifID, enabling them to connect their authenticated audiences directly to marketers for people-based audience activation. This meant that advertisers would be able to identify, reach, and engage with their consumers at scale across mobile devices and channels using LiveRamp’s pseudonymous, people-based identifier, RampID. By integrating with UnifID and ATS, TextNow’s consented iOS inventory became more addressable and more valuable when using a people-based identity solution enhanced by authentications (i.e., user logins).
TextNow Sees an Uplift in Mobile App Inventory Monetization through Improved eCPMs and Fill Rates
Improvement in eCPMs on iOS
- 146% lift for native ads
- 35% lift for banners
Increase in Fill Rates on iOS
- 73% lift for banners
A 1.5x increase in eCPMs demonstrates TextNow’s ability to sell ad placements leveraging a people-based identifier at a higher competitive price. SImilarly, a 73% uplift in fill rates highlights the demand from marketers willing to bid more on TextNow’s addressable inventory.
Thus, authentications connected to a people-based identifier, such as RampID, are demonstrably more valuable and effective for mobile in-app publishers seeking to implement an alternative solution to device-based identifiers with InMobi and LiveRamp.