InMobi Introduces Mobius for Agentic Advertising

InMobi, an agentic commerce and advertising technology company, has introduced Mobius, a unified intelligence system for advertising decisioning.

Mobius operates across InMobi's full ad stack from Exchange and DSP to powering ads on Glance. It evaluates eligible advertising options against client-defined outcomes, selects what runs, and uses measured results to inform subsequent decisions.

Mobius processes an average of more than 25 trillion predictions across signals each day, to serve an average of more than 200 billion advertising opportunities daily. Mobius draws on the full data spectrum. Zero-party signal comes from InMobi's consumer survey product, where people declare preference and intent directly. InMobi-operated surface 1Weather, a popular weather app, and Glance, an AI-powered commerce platform, generate rich first-party user signals. More than 70,000 integrated publisher apps and pixel data across InMobi Exchange and InMobi DSP, licensed data, and direct ecosystem alliances are the sources for third-party signals.

"Advertising systems are being asked to make increasingly complex decisions in milliseconds, with audience, media, creative, and business outcomes all informing the choice," said Abhay Singhal, co-founder of InMobi, in a statement. "Mobius brings those decisions into one governed system. It forecasts what is likely to work, determines what should run, and records the basis for that choice so the next decision can start with evidence from the one before it."

Every Mobius decision starts from the outcome the advertiser wants, then coordinates the audience, supply, and creative components needed to deliver it and creates a decision trace recording what ran and why. Permission travels with the data, so what companies have the rights to use sets the limits of what Mobius will consider. Because the outcome is defined first, so is the measurement. For each campaign, the metric, measurement partner, attribution rule, holdout, and evidence window are established before media runs. Mobius then compares measured outcomes against its own forecast and routes that evidence back into the decisions it can inform.

"Measurement and accountability need to be part of the decision system itself," Singhal said. "With Mobius, the outcome and the method used to evaluate it are established before the media runs. The system can then compare what happened with what it predicted and use that evidence to improve subsequent decisions."