Indian dating app TrulyMadly is now working with InMobi for a new ad monetisation strategy.
The partnership will enable advertisers to display various formats including native, interstitial and video ads on the dating app.
TrulyMadly co-founder Rahul Kumar said: “After evaluating multiple partners for monetization, we decided to go ahead with InMobi.
“While we were aware of the benefits that the InMobi SDK offers across ad experiences and yield optimization, we were also surprised at the ease and rapid go-live of the integration.
“As a mobile-first player for almost a decade, InMobi has always been at the forefront of delivering great ad experiences to users. InMobi continues to be a collaborative and strategic partner for TrulyMadly.”
First launched as a desktop site in February 2014, TrulyMadly went app-only in September of 2015.
The app currently boasts 3m downloads and 100,000 daily active users, its main demographic being singles aged 18-26.
As co-founder Sachin Bhatia told GDI earlier this year, in addition to generating revenue via advertising, the app also sells three premium features: Sparks, Select and Nitro.
Select is for singles looking for a long-term relationship, giving access to relationship experts and compatibility quizzes, whereas Sparks lets you send a message before a match has been made, and Nitro gives you access to more profiles.
Speaking about why they wanted to partner with TrulyMadly, Vasuta Agarwal, VP & GM at InMobi (India) said: “For advertisers who are constantly hunting for innovative ways to reach out to their users, TrulyMadly is the perfect app.
“With a huge urban active user base in the age group of 18–34 years across male and female audiences, TrulyMadly provides inroads for brands who aim to target mobile-first audiences such as millennials.
“Leveraging a combination of TrulyMadly’s highly engaged audience data and InMobi’s powerful ad serving technology, advertisers can deliver high-performance creative to the right audiences.”
In our interview with Bhatia, the CEO said he believes that India is one of the only places left for dating brands to grow, due to Tinder’s worldwide success and China and Southeast Asia having strong homegrown platforms.
Read the full interview here.