InMobi Claims Mobius Reached 8.6M Grocery Outlet Shoppers; Measurement Gaps Questioned
· 2h ago · Originally reported by PPC Land
InMobi said its Mobius platform delivered ads to 8.6 million Grocery Outlet shoppers over a 12-day campaign, reporting 98.7% CTV video completion rates against a blended average of 82.7%. However, the announcement identified no independent measurement partner, raising questions about whether buyers will have access to a verifiable audit trail.
Why it matters
Self-reported performance metrics without third-party validation are a persistent trust issue in ad tech; buyers need auditable data to know if high completion rates reflect genuine viewer attention or inflated signals.
Explain it like I’m new here
It's like a student grading their own test and saying they got 99%, but refusing to show the teacher the actual paper.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
Video completion rate (VCR)
Video completion rate (VCR) is the percentage of video ads that played all the way to the end, out of those that started playing.
Go deeper
Related stories
InMobi Achieves Profitability, Becomes India's Second Profitable Unicorn
Ad tech startup InMobi has reached profitability, making it the second unicorn in India to do so. This milestone highlights the company's financial health and its strong position in the competitive ad tech sector.
Niche Marketers Fuel Ad Budget Shift From Social Video Into CTV, Says EMARKETER
Small brands that first embraced sight, sound, and motion advertising through social video are now expanding their budgets into connected TV. EMARKETER analyst Max Willens says this migration is driving one of the most significant budget…
Exploring CTV Advertising Strategies to Reach Gamers on Big Screens
Samsung Ads' EMEA Gaming Lead discusses how brands can use connected TV (CTV) and Automatic Content Recognition (ACR) data to better understand and target gaming audiences, especially with major releases like GTA VI and Call of Duty. The…