Applications
InMobi introduces Lifetime Value Platform
MUMBAI: Bangalore-based InMobi, an independent mobile ad network, has announced the private beta launch of InMobi Lifetime Value Platform (LTVP).
The platform aims to help publishers and app developers to understand and engage their users better, thus ultimately increase revenues. It is a free-to-use platform.
It works by identifying different in-app user groups and providing deep behaviour insight to the premium publisher or app developer. The app publisher using the InMobi platform then has the ability to rapidly modify the app’s behavior for each user segment without having to resubmit the app for approval.
The InMobi LTVP takes a three-step approach – Insights (Gain advanced user insights across app usage, user engagement, in-app revenues, and other behaviors within the app), Segments (Define granular user segments based on behavioral attributes such as monetary value of the purchase, time spent inside the app, number of app launches, or other custom events unique to the app) and Actions (Deliver rich in-app messages and modify app behavior at a segment level using targeted actions such as selling unique virtual goods, displaying highly customised ads, rewarding power users, or cross promoting other apps).
InMobi VP of product management Chandrashekhar Vattikuti said, "Successful app publishers understand that real value is achieved through user engagement and loyalty. We noticed a need for a platform that helps app developers and premium publishers gain detailed insights into user behavior and deliver targeted actions in real-time."
"Early feedback has been very positive and we’re seeing that there are very clear benefits to the app developer and premium publisher community," he added.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
