InMobi Unveils TruFactor With Sprint as Debut Customer

The telco-focused martech offering is a joint effort with Microsoft

The announcement was made on the opening day of Mobile World Congress, the biggest telecom industry event of the year. Getty Images
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On the opening day of Mobile World Congress, the telecom industry’s largest trade show, InMobi has introduced a new unit to aid telcos in monetizing their data assets.

TruFactor, formed from InMobi’s 2018 purchase of Pinsight Media from Sprint, helps telcos transform raw network-level mobile data into actionable intelligence to improve their subscribers’ experience, generating insight for potential new business opportunities, according to Piyush Shah, cofounder of InMobi and president of its marketing cloud and TruFactor business.

Softbank-backed InMobi partnered with Microsoft to use Microsoft Azure, the tech giant’s secure-data platform, in a bid to assure telcos of TruFactor’s enterprise-grade security at scale, as well as its use of machine learning.

Building on the company’s earlier relationship, Sprint will be TruFactor’s first customer, as the U.S. telco prepares to roll out its 5G offering later this year.

“This announcement builds on our existing work with InMobi and brings together three of our core business aspects around cloud, AI and user privacy,” said Gavriella Schuster, corporate vp, One Commercial Partner, Microsoft.

Speaking at the time of InMobi’s purchase of Pinsight Media, the company’s CEO, Naveen Tewari, said the deal would help serve as a “global template for partnerships between advertising platforms and telcos.”

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.