Glance is InMobi’s consumer agentic commerce platform.
COURTESY OF INMOBI
Naveen Tewari, CEO of InMobi Group, has been a busy man. He deployed for Fossil InMobi Ad Experiences, an enhanced full-funnel solution through Glance, InMobi’s consumer agentic commerce platform. InMobi has nearly two decades of programmatic scale to drive peak advertising outcomes for brands along with a peak consumer experience.
Tewari also orchestrated last week the acquisition of MobileAction an AI-powered platform that helps app developers and marketers maximize visibility and reach new iOS app users. It also extends InMobi’s full-stack advantage — pairing its agentic commerce consumer offering with a global advertising platform now further enhanced by MobileAction’s specialized expertise.
The financial terms of the MobileAction deal were not disclosed.
“We’re trying with MobileAction to go deeper into the Apple ecosystem to really support the developers to access consumers in a more efficient manner,” said Tewari. “We made this acquisition to support that segment of developers.”
MobileAction is widely used by leading global brands and app publishers, including Google, Meta, Doordash, Square, Zalando, Playtika, and Priceline. With access to data spanning over 90 million creatives, 6 million keywords, 5 million apps, 100,000 publishers, and 500,000 advertisers, MobileAction empowers marketers to make faster, smarter decisions as in an increasingly competitive environment.
“At the core of InMobi Ad Experiences is a differentiated data model that sets us apart from the broader ad industry,” Tewari said. “It combines exclusive access to Glance’s 350 million global users with InMobi’s advertising reach of 2 billion-plus users worldwide.”
The layered intelligence creates rich, user-level context, powering the user and enabling outcome-driven advertising at scale. Fossil saw a 57% lift in brand recall among users exposed to Fossil creative across premium video inventory versus unexposed users. It also saw a 10% lift in brand awareness, establishing new benchmarks.
InMobi deployed a campaign for the BIG TIC, Fossil’s spring campaign, across a multi-screen beta. The campaign built brand awareness and recall in the U.S. for the Y2K-inspired watch, as the Fossil Group accelerates its transformation strategy.
“At Fossil, we’re focused on investing in innovation that drives measurable brand and business impact,” said Melissa Lowenkron, Chief Brand Officer at Fossil Group. “As we reintroduce BIG TIC, a Y2K style, to a new generation, partnering with a platform that could deliver both scale and relevance was critical. Our partnership with InMobi did exactly that, combining cinematic creative, native integration, and precision targeting to significantly strengthen brand awareness and recall. This work reflects our broader strategy to modernize how we engage consumers and drive meaningful, sustained growth.”
As one of InMobi’s earliest partners in agentic advertising, Fossil was able to “harness the power of AI in the experiences and campaigns that they’re driving with us,” Tewari said. “The spring campaign got 21 million impressions of the agentic advertising.”
“We’re the largest agentic shopping platform on the planet today and the fastest-growing” Tewari said. “There 8 million users in the U.S. and about 1.2 million people per month are buying through their shopping agents. It’s an unbelievable scale in a short period of time, less than 7 or 8 months.”
There are two aspects of InMobi. There’s InMobi’s advertising machinery and InMobi’s first-party consumer business. InMobi creates agentic commerce on the Glance side. Visual generation is the core of the output. “The company’s ability to do image-based outputs is really powerful. We can do this at really low latency, very high quality, and low cost,” Tewari said
InMobi was always successful at building and running advertising for thousands of brands. The capabilities of agentic commerce and agentic advertising have come alive because of Glance. Now, with the ability to track products – agents are embedded in the shows – InMobi has the ability to convert every show into a point of inspiration and a point of sale.”
“Glance is definitely interesting,” said Sucharita Kodali, Forrester VP and principal analyst. “You’ve got virtual try on for almost anything and that’s pretty cool. I haven’t seen that before. Their legacy is in Asia Pacific. They have distribution deals with the big screens. Big props to them for getting this far with a solution that’s credible.”
“Their challenge is to get people to keep coming back to Glance and ultimately get people to buy,” Kodali said. “It’s still very, very early days with respect to that. They have a good product and a lot of distribution and a lot of great ideas around bringing people into the Glance experience. The industry hasn’t seen this before.”