The partnership will help strengthen viewability measurements for media buyers and publishers and help focus media spending using the InMobi Exchange tool’s audience targeting and placement features.

Manuel Koubek, commercial director at Meetrics, said: “We are happy to partner with InMobi in mobile marketing and to advance quality and transparency in the market.

“The consumption of mobile media is growing by the day which is why issues such as the measurability and transparency of the resulting advertising space are more important than ever.”

Saurav Dutta, head of ecosystem development and product partnerships at InMobi, said: “We look forward to working with Meetrics to help customers reach their viewability measurement goals at scale.”