'Adtech firms today are expected to take ownership of outcomes'

InMobi, a provider of marketing and monetization technologies, has been vocal about the necessity of AI adoption, saying it is a winner-takes-most market and early players will have a disproportionate advantage.

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In this interview, Abhay Singhal, co-founder, InMobi, & CEO, InMobi Advertising, talks to Alokananda Chakraborty about how technology tools—Artificial Intelligence specifically—are driving some fundamental shifts in the advertising business. Excerpts:

Take us through some of the latest adtech innovations transforming this space.

There are three key areas where innovation is reshaping the space: The first is AI-driven creative production: The process of creating ad content—whether static, dynamic, or video—is being radically redefined by generative AI. What used to take days or weeks can now be done in real-time, with personalized, high-impact creatives generated at scale. This unlocks both agility and relevance in brand storytelling.

Then you have smarter, automated targeting. Traditional targeting relied heavily on human-defined keywords. That model is fast becoming obsolete. AI agents today can intelligently parse web content, understand context, and autonomously identify brand-safe and high-relevance placements—making targeting far more precise and scalable than ever before.