The partnership will increase its programmatic reach for brands and advertisers looking to enter the increasingly influential world of gaming, says Adverty.
Adverty delivers unobtrusive advertising which connects brands and audiences through its patented technology, built specifically for gaming. The partnership with Azerion and its platform integration with Improve Digital will allow buy-side clients to access Adverty’s innovative In-Play and In-Menu ad formats in mobile games at scale. The partnership has already activated in-game advertising campaigns with brands such as Calvin Klein, and will launch in full during October 2021, once the technical integration of platforms is complete.
Azerion already has a strong foothold in the gaming industry, with an extensive and diverse catalogue of 16,700 game titles attracting in excess of 1.5bn content views per month.
“We are delighted to partner with Azerion as we scale to more advertisers interested in the emergent power of in-game advertising. This development enables our team to bring Adverty’s seamless in-game inventory to a wider range of brands and agencies,” says Tobias Knutsson, CEO of Adverty. “Azerion has rightly been focused on gaming at a time when advertisers are waking up to the untapped potential of this burgeoning media channel.”
Daan Boekestein, VP Product at Azerion, comments: “With this exciting partnership we are able to provide even more opportunities for brands to effectively reach and engage with premium gaming audiences through new and innovative in-game ad formats. Azerion’s growing ecosystem is providing additional monetisation opportunities for media businesses whilst vastly improving reach for advertisers.”
This news follows Adverty’s recent growth on the supply-side, having signed partnerships with TapNation, Mamboo Games, Lucky Kat Studios, Goldtown Games and Playducky. With Adverty’s collaboration with Oracle’s Moat for third-party ad verification and its recent US patents granted for its work around in-game viewability, the collaboration comes at an exciting time, says the company.
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