Mobile ad platform InMobi has partnered with Starcom MediaVest Group (SMG) to drive mobile advertising across Europe.

The partnership will see both organisations working together to provide scalable mobile ad solutions for SMG’s clients.

Iain Jacob, president of EMEA for Starcom MediaVest Group said: “Mobile is no longer an option, but an imperative for brands and this partnership puts us at the forefront of delivering the very best mobile solutions for our clients.”

As well as having access to InMobi’s mobile audiences, SMG clients will also gain access to ad formats, consumer insights and analytics, and the InMobi Exchange platform.

The partnership will also see the creation of a private mobile native advertising marketplace, which will deliver native and video advertising opportunities to brand advertisers, allowing SMG to meet the individual needs of all clients across Europe.

Atul Satija, chief revenue officer, InMobi said: “We are delighted to partner with SMG and deliver a variety of ad experiences to mobile consumers for global brands. This partnership reiterates InMobi’s leadership in mobile advertising, both globally and in Europe and will play a big role in bringing mobile to the center of brand-building.”

Luc Tran-Thang, president of France, Belgium and the Netherlands at SMG said: “The capability to design and deliver mobile first strategies will be more and more important for our clients and access to technology solutions is key. This partnership accelerates our capabilities to deliver those strategies at scale.”

As part of the partnership InMobi and SMG have formed a joint product committee to align InMobi’s product roadmap with the requirements of SMG clients.