Malika Kutub Joins InMobi as Head of Client Partnerships for APAC

Professional portrait of Malika Kutub, newly appointed Head of Client Partnerships for APAC at InMobi, symbolizing digital innovation and leadership across Asia-Pacific.

Malika Kutub takes charge as Head of Client Partnerships for APAC at InMobi, bringing her strategic expertise from JioHotstar.(Representing AI image)

Malika Kutub Joins InMobi to Lead Client Partnerships for APAC — A Deep-Dive into the Move, Its Meaning & What It Signals for the Digital Ad-Tech Ecosystem

- Dr.Sanjaykumar pawar

Introduction: The Move That Caught Attention
Background: Meet Malika Kutub — Her Journey So Far
The New Role at InMobi: Scope & Significance
Why This Move Matters: For India, For APAC & For Ad-Tech
Breaking Down the Ad-Tech Ecosystem: Key Concepts
Data & Trends: What the APAC Ad-Tech Landscape Looks Like
Strategic Implications & Analyst Insights
What This Means for Brands, Publishers and Agencies
Future Outlook: Opportunities and Risks
FAQs
Disclaimer
Sources

1. Introduction: The Move That Caught Attention

On 6 November 2025, the digital advertising world took notice when Malika Kutub, a respected name in media and digital monetisation, joined InMobi as the Head of Client Partnerships for the Asia-Pacific (APAC) region. Known for her deep expertise in driving growth and monetisation strategies, Malika’s move from JioHotstar (formerly Disney+ Hotstar)—where she served as Executive Director for International Markets and Alternate Channels—signals more than just a personal career shift. It marks a strategic moment for both InMobi and the broader ad-tech ecosystem in Asia.

This appointment reflects how digital advertising leaders are reshaping their teams to capture the growing potential of the APAC region, which is now one of the fastest-expanding digital economies in the world. With brands, publishers, and marketers increasingly shifting toward data-driven advertising and programmatic platforms, having an experienced leader like Malika at the helm positions InMobi to strengthen its relationships with major clients and scale its footprint across markets like India, Southeast Asia, and Australia.

Malika Kutub’s experience blends the worlds of content monetisation, audience growth, and global brand partnerships—skills that are invaluable in an era where attention, engagement, and data define success. Her time at JioHotstar gave her deep insights into OTT advertising dynamics, user retention models, and the complexities of managing international partnerships. Bringing that expertise to InMobi, a company known for its innovation in mobile marketing and advertising technology, could create powerful synergies between media, tech, and marketing.

This move also highlights a broader trend—talent mobility within the ad-tech and digital media space. As the boundaries between media, technology, and commerce continue to blur, leaders with hybrid skill sets are in high demand. For InMobi, this hire demonstrates a commitment to deepening client engagement, improving cross-market collaboration, and driving revenue growth through strategic partnerships.

In the following sections, we’ll explore what this means for InMobi, the changing face of digital monetisation in APAC, and how this leadership move could shape future industry trends.

2. Background: Meet Malika Kutub — Her Journey So Far

When you trace the path of Malika Kutub, it becomes clear why her move to InMobi has drawn attention across the digital advertising and media technology world. With a career spanning nearly 18 years, Malika has become a recognised name in consumer internet, ad-tech, digital media, and monetisation strategy. Her journey is a story of evolving with India’s fast-changing digital ecosystem while embracing global opportunities.

A Defining Chapter at JioHotstar (Disney+ Hotstar)

For six transformative years, Malika served at JioHotstar (formerly Disney+ Hotstar), one of India’s most influential OTT platforms. She described her time there as “one of the most defining chapters in India’s digital story” — and rightly so. At Hotstar, she led International Markets and Alternate Channels, overseeing global expansion, strategic partnerships, and innovative monetisation models. Under her leadership, the platform extended its reach to global audiences, experimenting with new ways to engage users and advertisers alike.

Earlier Roles That Built Her Foundation

Before her stint at Hotstar, Malika gained rich experience in business development and monetisation through leadership positions at Network18, where she worked as Senior Regional Manager, and at Dailyhunt, where she was part of the founding revenue team. These early roles honed her ability to balance growth with sustainability — a skill that has become central to her leadership style.

A Blend of Strategy, Innovation, and Execution

Colleagues and industry insiders often describe Malika as a professional who combines strategic vision with operational sharpness. Her expertise spans digital monetisation, ad-tech innovation, growth strategy, and client partnerships — the very capabilities that align with InMobi’s mission to power the future of intelligent advertising.

A Shift Toward Global Ad-Tech Leadership

Malika’s move marks not just a career progression but a strategic transition — from leading monetisation in a content-driven streaming giant to driving client partnerships across the APAC region for a global ad-tech firm. Now based in Singapore, she steps into a role that will bridge markets, cultures, and digital ecosystems, amplifying InMobi’s influence across Asia-Pacific.

Her journey so far reflects a powerful message: as India’s digital leaders go global, they are not just exporting talent — they are shaping the future of how technology, media, and advertising converge in the modern era.

3. The New Role at InMobi: Scope & Significance

When Malika Kutub stepped into her new role as Director – Client Partnerships for APAC at InMobi, based out of Singapore, it marked a strategic leadership shift that reflects both personal and corporate ambition. The move underscores how InMobi, a global leader in mobile marketing and ad-tech, is rethinking its growth playbook in a rapidly transforming Asia-Pacific (APAC) digital ecosystem.

Understanding the Role: What “Client Partnerships for APAC” Means

The title “Client Partnerships” is more than just about managing relationships—it’s about building strategic bridges across the ecosystem of advertisers, agencies, publishers, and data partners. Kutub’s role will likely focus on driving business growth, improving client satisfaction, and forging long-term strategic collaborations that enhance InMobi’s presence across the region.

The “APAC” designation gives this role a truly regional dimension. The Asia-Pacific market includes Southeast Asia, Australia and New Zealand, South Asia, and possibly parts of Greater China—each with distinct media habits, regulatory frameworks, and advertiser priorities. Managing client partnerships across such diversity requires not only marketing expertise but also cultural fluency, adaptability, and a deep understanding of local markets.

Being based in Singapore, one of Asia’s key digital hubs, places Kutub at the heart of APAC’s media and technology ecosystem. It positions her close to global agencies, multinational brands, and regional decision-makers, allowing InMobi to operate as a cross-market growth engine rather than an India-centric operation.

Why This Move Matters for InMobi

For InMobi, hiring a seasoned leader like Kutub is not just a routine appointment—it’s a strategic signal. The company operates in a fiercely competitive space, going head-to-head with Google Ads, Meta, The Trade Desk, and other global players in programmatic advertising and mobile marketing. To stay ahead, InMobi needs not just strong technology, but also deep partnerships and commercial agility—areas where Kutub’s experience will be invaluable.

Coming from JioHotstar (formerly Disney+ Hotstar), Kutub brings a deep understanding of digital monetisation, audience engagement, and international business development. At Hotstar, she helped expand into new markets and manage alternate revenue channels—skills that align perfectly with InMobi’s focus on diversifying ad inventory, enhancing brand partnerships, and unlocking new monetisation models.

InMobi’s decision to place this role in Singapore also suggests a regional growth push—a move to strengthen its APAC operations, build closer relationships with advertisers, and expand cross-border programmatic reach. The company is likely aiming to elevate its value proposition to brands by offering integrated, data-rich solutions that merge mobile, video, and in-app advertising across different markets.

Strengthening InMobi’s Growth & Monetisation Engine

This appointment can be seen as part of a broader effort to sharpen InMobi’s monetisation strategy in Asia. The digital advertising landscape is shifting rapidly: as privacy rules evolve and user behavior diversifies, advertisers demand more measurable ROI and contextually relevant ad experiences. Kutub’s deep understanding of user-centric content ecosystems positions her well to translate these needs into scalable business outcomes for InMobi.

Her leadership may also enable InMobi to tap into alternate channels—from OTT and gaming to emerging digital commerce partnerships—mirroring strategies she successfully led at JioHotstar. With brands now seeking multi-platform engagement, her ability to craft cross-channel strategies could become a key differentiator.

A Step Toward Regional and Global Synergy

InMobi’s evolution from an India-born startup to a global ad-tech powerhouse depends on unifying its operations across regions. Kutub’s role represents that next step—integrating APAC into a unified growth narrative. It’s a move that bridges India’s innovation base with Asia’s expanding advertising demand, aligning with the company’s goal to deliver world-class advertising solutions across diverse markets.

As digital transformation accelerates across Asia-Pacific, InMobi’s strategic leadership hires like Malika Kutub’s could define the next phase of its journey—from mobile marketing leader to a holistic digital monetisation ecosystem.

4. Why This Move Matters: For India, For APAC & For Ad-Tech

The appointment of Malika Kutub as Head of Client Partnerships, APAC at InMobi isn’t just a career milestone—it’s a signal of larger movements within the digital advertising and ad-tech ecosystem. It reflects how Indian digital leadership is becoming global, how the Asia-Pacific (APAC) market is transforming into the next big ad-tech frontier, and how the entire industry is adapting to new technologies and regulations.

Let’s explore the implications from three key perspectives—India, APAC, and the global ad-tech ecosystem.

For India and Its Digital Ecosystem

India’s digital economy is evolving at a remarkable pace. Once viewed as an emerging market, it’s now a powerhouse of innovation, talent, and monetisation models. The move of a senior executive like Malika Kutub from JioHotstar to InMobi’s regional leadership team highlights a crucial development—Indian talent is now shaping not just national but global digital strategies.

In her own words, Malika stated that “companies that build their own products… shape ecosystems, not just participate in them.” This philosophy captures how India’s digital firms have matured. Platforms like Hotstar, Jio, and InMobi are no longer just adapting Western models—they’re building original frameworks for monetisation, engagement, and audience growth.

Moreover, this move underlines how monetisation and ad-tech functions are taking center stage in India’s digital growth story. Earlier, the focus was on user acquisition and content; today, sustainable revenue through advertising technology is the new frontier.

The departure of such a senior leader also hints at a broader transformation: Indian streaming and ad-tech companies are entering a globalisation phase. The next wave of growth will likely come from international partnerships, cross-border campaigns, and exporting India’s digital expertise to other markets.

As one industry commentary observed:

“Malika Kutub joins InMobi as Head of Client Partnerships for APAC… Her expertise in aligning technology solutions with measurable business objectives is expected to reinforce InMobi’s growth across the critical Asia-Pacific market.”

This perfectly sums up how her move represents the blending of Indian innovation with regional opportunity.

For the APAC Region and Ad-Tech Growth

The Asia-Pacific region has become the epicenter of digital advertising growth. With rapid mobile adoption, expanding internet penetration, and shifting brand budgets toward digital platforms, APAC offers unparalleled potential.

InMobi, being one of the few homegrown global ad-tech companies from India, is strategically positioned to leverage this growth. By appointing a senior leader focused on client partnerships, the company is clearly aiming to deepen relationships across diverse APAC markets—from India and Indonesia to Australia and Japan.

Such a leadership role ensures that regional synergies are not just operational but strategic. With advertisers demanding more integrated solutions and cross-market consistency, leaders like Malika can bridge local nuances with global best practices. This alignment could help InMobi strengthen its competitive edge against international giants like Google and Meta in the APAC digital ad space.

For the Global Ad-Tech Ecosystem

Globally, the ad-tech ecosystem is undergoing a transformation. Privacy-first regulations in Europe, the U.S., and increasingly in Asia are reshaping how companies handle user data. The deprecation of third-party cookies, the rise of first-party data strategies, and the integration of AI and machine learning into ad targeting are redefining how campaigns are built and measured.

In such a fast-evolving environment, leadership that understands both technology and monetisation is critical. Malika’s background in alternate channels—including Connected TV (CTV), OTT platforms, and mobile ecosystems—positions her perfectly to navigate this complexity.

The growth of non-traditional advertising platforms like gaming, digital audio, and streaming video demands leaders who can innovate at the intersection of content, data, and technology. Kutub’s previous role at JioHotstar, where she oversaw international markets and alternate monetisation, gives her a clear edge in this arena.

Her move signifies that ad-tech firms are no longer just tech-driven—they are now strategy-driven, insight-driven, and partnership-focused.

Malika Kutub’s transition to InMobi’s APAC leadership role is a story of India’s digital leadership going global, APAC’s rise as a growth powerhouse, and ad-tech’s evolution toward smarter, privacy-conscious monetisation models.

It’s a move that connects the dots between India’s creative potential, APAC’s digital dynamism, and the future of advertising technology—where human insight and machine intelligence meet to shape how brands connect with audiences across the world.

5. Breaking Down the Ad-Tech Ecosystem: Key Concepts

To understand why Malika Kutub’s move to InMobi is being viewed as a strategic milestone, it’s important to first decode the complex world of ad-tech—the digital backbone that drives how advertising works in today’s connected world. From how ads are bought and sold to how performance is measured, ad-tech is what powers the multi-billion-dollar global advertising ecosystem.

What is Ad-Tech?

Ad-tech (short for advertising technology) refers to the suite of software, tools, and platforms that help advertisers, agencies, and publishers buy, sell, deliver, and measure digital advertising. It’s what enables brands to reach the right audience at the right time—efficiently and at scale.

Some of the key components of the ad-tech ecosystem include:

Demand-Side Platforms (DSPs): Tools that allow advertisers to buy ad space automatically across various websites and apps.
Supply-Side Platforms (SSPs): Used by publishers to sell their available ad inventory to potential buyers.
Ad Exchanges: Marketplaces where ad impressions are traded in real time, often through programmatic auctions.
Ad Networks: Intermediaries that connect advertisers with publishers offering ad space.
Programmatic Buying: The automated process of purchasing digital ads using AI and real-time bidding.
Data Management Platforms (DMPs): Systems that collect and analyze user data to enhance ad targeting.
Measurement and Analytics Tools: Platforms that assess ad performance, conversions, and return on investment (ROI).

In short, ad-tech merges data, automation, and analytics to help advertisers make smarter, faster, and more personalized marketing decisions.

What Are Client Partnerships in Ad-Tech?

In an ad-tech company like InMobi, Client Partnerships are not just about sales—they’re about strategic collaboration. A Client Partnerships leader plays a vital role in:

Understanding advertiser goals: Whether it’s brand awareness, conversions, or engagement, the first step is mapping out what the client wants to achieve.
Designing ad-tech solutions: Building strategies that align with these objectives, integrating across DSPs, SSPs, or brand tech stacks.
Delivering measurable outcomes: Ensuring campaigns are not just creative but also data-backed and ROI-driven.
Strengthening relationships: Building long-term trust and collaboration rather than focusing on one-time campaigns.

This is where a leader like Malika Kutub brings immense value—bridging business strategy with technology-driven marketing, especially in a complex and evolving region like APAC.

Why APAC is Unique

The Asia-Pacific (APAC) region represents one of the most dynamic, diverse, and fast-growing ad-tech landscapes in the world. But it’s also one of the most complex. Here’s why:

Diversity of markets: Each country varies dramatically in language, culture, regulation, and consumer behavior. Marketing in India is vastly different from Indonesia or Australia.
Mobile-first population: Many users in APAC skipped the desktop era entirely and engage almost exclusively via smartphones. This makes mobile advertising the dominant format.
Programmatic adoption varies: While markets like Australia are advanced, others are still catching up, leading to uneven growth patterns.
Evolving data privacy laws: With frameworks like Singapore’s PDPA, Thailand’s PDPA, and India’s Digital Personal Data Protection Bill (DPB), companies must stay agile in managing compliance.
Rise of alternate channels: OTT streaming, mobile gaming, and in-app advertising are booming due to the mobile-first and youth-heavy demographics.

This diversity makes APAC both an exciting and challenging region for ad-tech leaders—demanding innovation, localization, and cultural understanding.

Monetisation & Alternate Channels

In ad-tech, monetisation means turning digital audiences and engagement into revenue opportunities. Traditionally, this meant display or video ads on web pages. But in 2025, the real growth is in alternate channels—the non-traditional ad spaces that are redefining digital marketing.

Some key alternate channels include:

OTT Platforms: Ads on streaming services like Disney+ Hotstar or Netflix (with ad tiers).
Mobile Gaming: In-game advertising and rewarded video formats reaching millions of daily active users.
Connected TV (CTV): Ads on smart TVs, merging traditional broadcast reach with digital precision.
In-App Advertising: Monetisation within mobile apps, often personalized through user data.

These channels require specialized skills—like controlling ad frequency, ensuring contextual relevance, and measuring success in cookie-less or app-based environments.

Understanding the ad-tech ecosystem is crucial to seeing why Malika Kutub’s appointment at InMobi matters. It’s not just a leadership change—it’s a signal of how InMobi plans to expand its influence across APAC’s growing digital economy, leverage alternate monetisation models, and strengthen its client partnership ecosystem in a region where the future of digital advertising is being rewritten.

6. Data & Trends: What the APAC Ad-Tech Landscape Looks Like

The Asia-Pacific (APAC) region is rapidly becoming the global engine of growth for the digital advertising and ad-tech industry. With rising internet penetration, smartphone adoption, and a booming e-commerce sector, the region offers vast opportunities—but also unique challenges. Let’s explore the key data, trends, and insights shaping this dynamic landscape, and understand why leaders like Malika Kutub’s move to InMobi matters at this moment.

Digital Ad Spend in APAC: Fast-Growing and Mobile-First

According to eMarketer and Insider Intelligence (2024–2025 estimates), the APAC region’s digital ad spend continues to outpace global averages. Countries such as India, Indonesia, Vietnam, and the Philippines are driving this surge with double-digit annual growth rates.

India’s digital ad spend is projected to exceed USD 20–25 billion by the mid-2020s, fueled by strong mobile internet usage and affordable data costs.
Mobile advertising dominates the region—accounting for more than 70% of total digital ad expenditure in markets like India and Indonesia.
Video advertising and social commerce are key growth engines, with brands investing heavily in platforms like YouTube, Meta, and regional short-video apps.

This growth signals a maturing yet still-evolving digital economy, where mobile-first strategies are no longer optional—they’re essential.

Programmatic Adoption: The Next Frontier

While North America and Europe lead in programmatic advertising maturity, APAC markets are catching up fast. Many countries are in their early-to-mid stages of programmatic adoption, driven by the availability of mobile ad inventory and rising interest in Connected TV (CTV) and OTT (Over-The-Top) advertising.

Mobile programmatic is growing faster than desktop, thanks to the mobile-first nature of APAC audiences.
OTT and CTV advertising—fueled by platforms such as Disney+ Hotstar, Viu, and Netflix—are creating fresh opportunities for advertisers to reach premium audiences with measurable outcomes.

However, there’s still a long way to go in standardising metrics, improving transparency, and building trust across markets with diverse regulatory environments.

Talent Mobility and Leadership Trends in Ad-Tech

One of the most noticeable shifts in recent years is the mobility of digital talent. Senior leaders from Indian and Southeast Asian firms are increasingly taking up regional or global roles, reflecting the region’s importance in global ad-tech.

For companies like InMobi, having local and regional leadership is a competitive advantage. It helps in:

Navigating regulatory nuances (like India’s DPDP Act or Singapore’s PDPA).
Understanding cultural contexts that influence ad engagement and brand communication.
Building client trust through proximity and relevance.

This makes leaders like Malika Kutub, with deep domain expertise and multicultural experience, invaluable to organizations expanding across Asia-Pacific.

Key Challenges and Industry Headwinds

Despite rapid growth, the APAC ad-tech landscape faces several hurdles:

Data Privacy & Regulation – New data laws in Singapore, Indonesia, and India require ad-tech firms to handle consumer data with greater responsibility. Compliance now demands legal expertise and robust tech frameworks.
Measurement & Attribution – The shift toward a “cookie-less” future complicates cross-device tracking, forcing companies to rely on first-party data and AI-driven insights.
Ad Fraud & Brand Safety – The rise of in-app advertising and programmatic buying increases risks around fraud and content quality.
Market Maturity – In developed APAC markets like Australia and Japan, slower economic growth has led to ad-market saturation, pushing firms to look toward emerging economies for expansion.

Why Experienced Monetisation Leaders Matter

In this complex, high-growth environment, the need for strategic leadership cannot be overstated. Professionals like Malika Kutub, with experience across monetisation strategy, alternate channels, and international market expansion, bring the ability to:

Design scalable business models for diverse markets.
Build strong advertiser partnerships and enhance value propositions.
Guide organisations like InMobi through both growth opportunities and regulatory challenges.

Her move is not just a corporate headline—it’s symbolic of a broader industry trend where data, leadership, and innovation converge to redefine the future of digital monetisation in APAC.

7. Strategic Implications & Analyst Insights

What does Malika Kutub’s move mean for InMobi, for the ad-tech market, and what are analysts saying about it?

The appointment of Malika Kutub as Head of Client Partnerships, APAC at InMobi is not just a leadership change — it’s a strategic statement. Her background in digital monetisation, OTT platforms, and partnership ecosystems aligns perfectly with where InMobi and the Asia-Pacific (APAC) advertising market are headed. Analysts view this move as a signal that InMobi is evolving from being a mobile-first ad-tech player into a broader ecosystem-driven growth engine.

For InMobi: Strengthening Strategic Foundations

1. Doubling Down on Client Partnerships

InMobi’s focus on deepening relationships with advertisers, agencies, and publishers shows a shift from a purely technology-centric approach to one that values collaborative growth. With Malika Kutub’s strong background in client and monetisation strategy at JioHotstar, she brings a nuanced understanding of how content and advertising can co-create value. This could mean InMobi will increasingly invest in co-branded campaigns, joint innovation labs, and strategic alliances that amplify performance across its partner network.

2. Prioritising APAC Expansion

By placing a regionally experienced, India-origin leader in Singapore, InMobi signals its commitment to APAC as a growth hub. The region’s digital advertising spend is expected to cross $260 billion by 2027 (Statista, 2025), driven by mobile-first consumers and booming video content. Kutub’s appointment represents an intent to localize leadership, understand market-specific nuances, and drive scalable partnerships across India, Southeast Asia, and Australia.

3. Expanding Beyond Mobile Display

Given Kutub’s expertise in OTT and alternate monetisation channels, InMobi could accelerate its move into streaming media, Connected TV (CTV), and mobile gaming ads — sectors growing at double-digit rates across Asia. These new verticals offer richer user engagement, first-party data access, and premium inventory opportunities. Analysts believe InMobi may soon integrate programmatic solutions tailored for OTT and in-game environments, positioning itself as a multi-channel ad-tech powerhouse.

4. Building and Owning More of the Ecosystem

Malika Kutub’s own statement — about being inspired by “companies that build their own products and shape ecosystems” — hints at InMobi’s future direction. The company appears poised to own more of the value chain — from data intelligence to ad delivery platforms and proprietary audience insights. Instead of being just a network or intermediary, InMobi aims to be a creator and controller of the digital monetisation infrastructure across APAC.

For the Market: Shifts in Leadership and Competitiveness

1. Talent Mobility Signals Industry Evolution

Malika’s transition from JioHotstar to InMobi reflects how India’s digital media leaders are influencing regional and global ecosystems. Her move demonstrates that Indian platforms are no longer just destinations for talent—they are sources of global leadership. This dynamic reinforces India’s position as a talent hub for the digital advertising industry.

2. A More Competitive and Localised Ad-Tech Landscape

The appointment also highlights the rising competitiveness in APAC ad-tech. Regional players are now investing in leadership depth, market-specific innovation, and cross-border strategies. With TikTok Ads, Google, The Trade Desk, and InMobi competing for brand budgets, leadership hires like Kutub’s are critical for building trust, localisation, and regional agility.

Analyst Insights: What Experts Are Saying

1. Consolidation & Scale Are the New Differentiators

Industry analysts suggest that the ad-tech market is maturing into a phase where scale, partnerships, and regional expertise matter more than standalone technology. InMobi’s move is seen as part of a broader consolidation trend—where companies are building leadership depth to sustain growth and regulatory compliance in multiple markets.

2. Navigating Regulatory & Measurement Complexities

Experts also caution that data privacy, cross-border regulation, and ad-measurement standardization remain major challenges. With countries like India, Singapore, and Indonesia introducing new data laws, leaders like Kutub will play a pivotal role in balancing innovation with compliance while maintaining advertiser confidence.

3. Alternate Ad Inventories Are the Next Frontier

The growth of OTT, CTV, and in-game advertising presents enormous opportunity — but only for those who can monetize it effectively. Malika Kutub’s experience in alternate channels and programmatic monetisation gives InMobi a competitive edge in expanding into these high-growth verticals, driving stronger ROI for advertisers.

A Strategic Signal of Maturity

Malika Kutub’s appointment is more than a personnel update — it’s a signal of strategic maturity. For InMobi, it means deepening client relationships, expanding into new ad frontiers, and solidifying APAC leadership. For the industry, it showcases how regional expertise and leadership mobility are now central to shaping the future of digital monetisation in Asia.

8. What This Means for Brands, Publishers and Agencies

The appointment of Malika Kutub as Head of Client Partnerships, APAC at InMobi goes far beyond a headline-grabbing career move—it signals a deeper shift in the Asia-Pacific ad-tech landscape. For brands, publishers, and agencies, this leadership change could redefine how digital advertising partnerships and monetisation strategies evolve across the region.

For Brands and Advertisers: Stronger Regional Focus and Smarter Solutions

For brands and advertisers, Malika Kutub’s appointment represents a significant boost in regional leadership and client-centric innovation. InMobi, already one of the world’s leading mobile advertising and marketing technology platforms, now gains a leader with deep experience in digital monetisation and audience engagement from her tenure at JioHotstar.

This means brands targeting APAC markets can expect:

More refined and localised advertising solutions tailored to regional consumer behaviour and market dynamics.
Improved omni-channel integration, enabling brands to reach audiences seamlessly across mobile, OTT, in-app, and programmatic ecosystems.
Better performance analytics and faster execution, driven by a leadership that understands both the creative and technological sides of digital marketing.

Moreover, the move underscores that ad-tech companies are doubling down on APAC, a region projected to lead global digital ad spend growth through 2025. Brands operating here can anticipate more innovation, enhanced cross-market collaboration, and customised strategies designed for diverse cultural and economic contexts—from India’s fast-growing digital consumer base to mature markets like Australia and Singapore.

Ultimately, InMobi’s bolstered leadership presence means advertisers will enjoy stronger regional support and more agile, insight-driven campaigns designed to capture consumer attention in an increasingly fragmented digital world.

For Publishers: New Monetisation Avenues and Regional Expansion

Publishers—whether mobile app developers, OTT platforms, gaming companies, or content creators—stand to benefit immensely from this leadership expansion. InMobi’s focus under Kutub’s guidance is likely to include richer monetisation partnerships and easier technology integration for publishers across APAC.

Expect initiatives such as:

Bundled or alternative inventory monetisation, allowing publishers to diversify revenue streams.
Simplified tech adoption, enabling faster onboarding and better yield optimisation.
Cross-border publisher activation, particularly between high-growth markets like India, Indonesia, Vietnam, and the Philippines.

Malika’s background in OTT and content ecosystems gives her unique insights into user retention, engagement models, and ad-supported monetisation. This could translate into more publisher-friendly solutions—tools and partnerships that maximise both ad revenue and user experience.

InMobi’s strengthened leadership also points toward a more unified APAC strategy, where publishers across multiple countries can collaborate under a cohesive monetisation framework, reducing silos and improving operational efficiency.

For Agencies: Data, Integration, and Strategic Collaboration

For media agencies and consultancies advising brands on digital media buys, this development is particularly noteworthy. Agencies increasingly seek partners that combine robust data capabilities with regional expertise, and InMobi’s appointment of Kutub ticks both boxes.

With her deep understanding of advertiser needs and market nuances, agencies can expect:

Closer collaboration on campaign design and optimisation.
Access to richer audience insights and first-party data integrations.
Stronger regional support for managing multi-market media strategies.

As ad-tech evolves toward privacy-first solutions, contextual targeting, and cross-channel attribution, agencies will likely demand greater transparency and performance accountability. InMobi’s reinforced APAC leadership can help bridge that gap—enabling agencies to deliver smarter, more measurable campaigns to clients.

Moreover, this move could trigger a competitive response across the ecosystem, prompting rival ad-tech firms to enhance their regional leadership presence and invest more in data innovation and client servicing in Asia-Pacific.

Malika Kutub’s move to InMobi isn’t just about one leader—it’s about how the APAC digital advertising landscape is maturing. As brands chase growth, publishers seek monetisation, and agencies aim for precision, leadership like hers brings strategic alignment, innovation, and deeper market understanding.

InMobi’s strengthened regional focus could very well mark the next phase of APAC’s ad-tech evolution—where global ambitions meet local expertise.

9. Future Outlook: Opportunities and Risks

The appointment of Malika Kutub to lead InMobi’s Client Partnerships across the Asia-Pacific (APAC) region has created a buzz not only within the company but across the entire digital advertising ecosystem. Her entry comes at a time when APAC is witnessing rapid transformation in ad-tech, data privacy, and digital monetisation models. This section dives deeper into what lies ahead — the opportunities that can fuel growth, the challenges that could slow momentum, and the strategic outlook for both InMobi and the broader ecosystem.

Opportunities: The Winds of Growth in APAC

1. Accelerating Mobile Ad Spend

The Asia-Pacific region continues to lead the world in mobile-first internet adoption. Markets like India, Indonesia, and Vietnam are driving an exponential rise in mobile ad spending, supported by affordable data and growing smartphone penetration. According to industry estimates, APAC’s digital ad spend is projected to grow by over 12% annually through 2027. For InMobi, which built its foundation on mobile marketing, this represents a significant opportunity to capture larger budgets through programmatic solutions, in-app ads, and audience segmentation tools tailored for regional markets.

2. Expansion Across Alternate Channels

As OTT, Connected TV (CTV), in-app, and gaming platforms evolve, ad-tech firms are finding new ways to reach audiences. Malika Kutub’s background at JioHotstar gives InMobi a strategic edge in navigating this shift. With advertisers seeking multi-screen storytelling and integrated campaigns, InMobi can expand beyond mobile display into immersive video, interactive, and gaming ad inventory. This diversification opens up fresh revenue streams and strengthens brand partnerships.

3. Regional Leadership and Localisation

In a region as diverse as APAC, localisation is the key to scale. Building regional teams and understanding cultural nuances enable deeper partnerships and more relevant consumer engagement. Under Malika’s leadership, InMobi can foster market-specific strategies — whether that’s in India’s vernacular content boom, Australia’s data-driven ad frameworks, or Southeast Asia’s influencer-led ecosystems.

4. Monetisation Innovation

The next phase of growth will come from new ad formats and data-driven innovations. Interactive, AR/VR-enabled, and streaming ad insertions are emerging as the next big frontier. Coupled with advancements in first-party data utilisation and identity resolution, InMobi can offer advertisers greater precision, transparency, and ROI. This aligns perfectly with the company’s vision of a privacy-conscious yet performance-driven ad ecosystem.

5. Talent Mobility and Ecosystem Maturity

Malika’s move also underscores a maturing ecosystem where experienced leaders are crossing regional and sectoral boundaries. Such talent mobility elevates the collective intelligence of the industry, encouraging collaboration, mentorship, and innovation. For InMobi, attracting and empowering leaders of this calibre reinforces its standing as a global ad-tech powerhouse from India.

Risks and Challenges: Navigating a Complex Landscape

1. Regulatory and Privacy Headwinds

Evolving data privacy laws, such as India’s Digital Personal Data Protection Act (DPDPA) and tightening cross-border data regulations in countries like Singapore and Australia, could impact ad targeting and measurement. Ad-tech companies like InMobi must continue investing in privacy-first infrastructure to maintain advertiser trust while complying with regional policies.

2. Measurement and Attribution Gaps

Without consistent measurement standards and attribution models, advertisers may hesitate to invest aggressively. InMobi must strengthen its analytics, insights, and verification frameworks to ensure transparent performance reporting across platforms.

3. Market Saturation in Certain Segments

While emerging markets offer high growth potential, mature ones like Japan and Australia are seeing slower digital ad spend growth. This calls for innovation-driven differentiation to sustain momentum.

4. Execution Risk Across Diverse Markets

The APAC region is highly fragmented—what works in India may not succeed in Thailand or Korea. Achieving synergy across markets requires strong local leadership, agile strategies, and clear operational alignment.

5. Retention of Top Talent

As competition intensifies, retaining senior talent will be vital. Leadership continuity and empowerment will determine how effectively InMobi capitalises on the region’s opportunities.

Outlook for InMobi Under This Move

If executed strategically, Malika Kutub’s appointment could mark a transformational phase for InMobi. The company stands to accelerate growth in APAC, deepen advertiser and publisher relationships, and expand into alternate channels like OTT and gaming. By blending her experience in international markets with InMobi’s ad-tech innovation, the company can strengthen its position beyond mobile display into holistic digital monetisation.

For Malika, this role offers a broader platform to shape the region’s digital ecosystem and redefine how global brands engage with APAC audiences. For the industry, it signals ecosystem maturity, leadership evolution, and a new wave of innovation in the ad-tech landscape.

10. FAQs

Q1. Who is Malika Kutub?
Malika Kutub is a seasoned business leader in the digital media, advertising and monetisation space with about 18 years of experience. She has worked in roles including Executive Director – International Markets & Alternate Channels at JioHotstar, and now has joined InMobi to lead client partnerships for APAC.

Q2. What is InMobi and why is this role important?
InMobi is a global mobile marketing/ad-tech firm that offers ad inventory, marketing technology, and data-driven advertising solutions. The APAC leadership role is important because APAC is a growth region for digital advertising, mobile usage is high, and competition among ad-tech firms is intense. Having strong regional leadership helps InMobi scale client partnerships, differentiate its offering, and capture growth.

Q3. Why move from JioHotstar to InMobi?
While JioHotstar is a major streaming & media platform, the move to InMobi offers a broader regional remit (APAC), a focus on monetisation/ad-tech (rather than just content/streaming), and the opportunity to shape partnerships and growth across multiple markets rather than one company’s streaming business.

Q4. What does client partnerships for APAC entail?
It includes building and managing relationships with advertisers, agencies, publishers across the Asia-Pacific region; customizing solutions for each market; aligning ad-tech tools with business objectives; driving growth in monetisation and ad revenue; working across media formats and channels.

Q5. What are the major challenges in APAC for ad-tech?
Major challenges include data privacy and regulation, measurement across devices and channels, heterogeneity of markets (languages, devices, regulations), monetising emerging inventory (OTT/CTV/in-app), ad fraud and brand safety, and economic or advertising market slowdowns in some regions.

11. Disclaimer

This blog is for informational and educational purposes only. The content reflects analysis and opinions based on publicly available information as of November 2025 and should not be construed as professional advice. Neither the author nor any affiliated entity guarantees accuracy, completeness or suitability for any particular purpose. All readers are advised to undertake their own research and consult appropriate professionals before making decisions.

12. Sources

Exchange4Media, “Malika Kutub joins InMobi to lead Client Partnerships for APAC” (Nov 6 2025) — link
afaqs!, “JioStar's Malika Kutub joins InMobi as Head of Client Partnerships for APAC” (Nov 5 2025) — link
Mathrubhumi English, “Why … Malika Kutub leaving Jio Hotstar a big deal for India?” (Nov 6 2025) — link
Adgully, “Malika Kutub joins InMobi as Director – APAC” (Nov 3 2025) — link
LinkedIn Profile of Malika Kutub — link

Concluding Thoughts

Malika Kutub’s move to InMobi to lead Client Partnerships for APAC is more than a headline—it is a signal of the evolving digital media and ad-tech ecosystem in India and Asia-Pacific. It reflects growing importance of monetisation, alternate channels, regional leadership, and cross-border digital growth. For InMobi, it means strengthening its regional muscle and deepening advertiser/publisher partnerships. For brands, publishers and agencies, the move suggests more refined and locally-attuned solutions may be on the horizon. And for the ecosystem at large, it shows that talent, strategy and leadership are increasingly global in outlook.

As digital advertising continues to grow — especially mobile, OTT, in-app, programmatic — in APAC, leadership decisions like these will matter. They’ll help determine which firms scale, which channels shine, and how regional markets evolve. For those watching the ad-tech space, this move is both interesting and instructive.

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