The digital advertising landscape currently includes a host of platforms offering access to mobile ad inventory. Most of them act as intermediaries, providing various pathways to reach similar audiences, with similar supply across mobile apps.

What we’ve created at Consumable is fundamentally different. We’ve built an exclusive, mobile in-app audio ecosystem as a channel that creates entirely new destinations, not another platform providing alternative routes.

Redefining the Landscape: Channel vs Platform

The distinction between a channel and a platform is critical. Most adtech companies operate as platforms: Think of them as transportation networks connecting advertisers to existing destinations. They offer multiple routes to the same popular locations, but they don’t create new places to visit.

Consumable operates differently. Rather than simply providing another way to reach existing inventory, we’ve created entirely new destinations: Premium audio opportunities within mobile apps that simply didn’t exist before. We don’t just transport you somewhere, we’ve built the destination itself.

Advertisers looking to reach audiences through mobile app audio aren’t just choosing Consumable as their preferred route – they’re accessing entirely new places that can only be found through our flagship product and in the ecosystem we’ve created. That’s what makes Consumable a true channel.

Exclusive Destinations, Unparalleled Opportunity

For brands, this changes everything. Instead of competing for the same limited inventory across a complex web of overlapping platforms and resellers, advertisers can access entirely new territories, ad formats, and opportunities that only exist within our ecosystem.

Because of our unique tech and products, brands have access to:

  • Net-New Inventory: Sound-on, audio ad spaces that we’ve created and are unavailable through any other platform
  • Direct Relationships: Connect directly with the creator of premium, brand-safe mobile app placements
  • Superior Targeting: Leverage first-party data and proprietary technology for more precise audience engagement
  • Quality Assurance: Maintain more control over ad placement, context, and performance metrics

Shaping the Future of Mobile Audio

We’ve seen some of the biggest players in adtech leading similar discussions about this distinction, explaining their value as a direct channel, rather than as a platform among others. Recently, this has been AppLovin for mobile gaming. We’re doing the same for mobile audio.

By working closely with our top partners, Consumable is defining a new category: One where we don’t just provide access to existing inventory, we create entirely new premium opportunities for audio advertising in apps throughout the mobile landscape.

By building these new destinations and owning the ecosystem that surrounds them, we’re setting new standards for what’s possible in mobile apps and in audio, leading the charge in addressable audio, everywhere.