InMobi launches FRAME Attention with 8,000 APM floor for video ads

The shift from pixel-based viewability to time-based attention metrics addresses a core friction in programmatic buying: paying for ads that are technically visible but ignored. By embedding an 8,000 APM floor at the supply layer, InMobi effectively moves attention from a post-campaign reporting metric to a contractual inventory standard. This strategy places InMobi in direct competition with demand-side targeting tools, arguing that quality is best managed via SDK-level controls rather than auction-time filtering. Watch for whether other supply-side platforms join this shift toward 'guaranteed attention' tiers to compete with the walled gardens of YouTube and Netflix.

The rollout of FRAME Attention follows a broader industry push to codify attention measurement as a primary currency. Per PPC Land in July 2026, the launch transitons attention from a reporting layer into a supply-side guarantee, mirroring recent moves by competitors who are embedding similar signals into auction algorithms. In June 2026, Adelaide’s AU metric became a pre-bid targeting signal within the Amazon DSP, allowing buyers to set a quality floor that automatically excludes the bottom 10% of inventory. This represents a fundamental tactical split in the market between buy-side optimization and supply-side curation.

InMobi’s focus on high-attention environments is reinforced by its Glance lock-screen platform, which has grown into a major discovery engine. Per Forbes in May 2026, the Glance ecosystem now reaches 350 million global users and has shifted toward 'agentic commerce,' where AI-powered recommendations shorten the path from ad exposure to purchase. For example, a spring campaign for Fossil leveraging these experiences achieved 21 million impressions and a 57% lift in brand recall. This integrated approach allows InMobi to leverage first-party data to maintain addressability as traditional tracking methods like cookies and device IDs become less reliable.

Similar supply-side partnerships have recently emerged across the streaming landscape. Per Teads in May 2026, the company expanded its partnership with Lumen to provide exclusive attention measurement for CTV HomeScreen placements globally. These benchmarks showed approximately 5,300 APM on average for HomeScreen ads, nearly 114% higher than YouTube. Furthermore, Lumen expanded its attention measurement to Netflix’s ad-supported tier across five European markets in early 2026, as buyers increasingly demand proof of engagement to justify premium CTV pricing.