Frameplay signs with Magnite to bring programmatic to in-game advertising

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 25 September 2020

Global in-game advertising company Frameplay has partnered with Magnite, an independent omnichannel sell-side advertising platform, to provide advertisers with the ability to buy intrinsic in-game advertising programmatically.

Frameplay argues current real-time bidding programmatic capabilities and standards built for web and app-based content are inherently inoperable with intrinsic in-game advertising technologies built to work with game engines.

The US-based company says its software enables advertisers to place their creative content within a video game’s native environment.

Frameplay says it selected Magnite, a product of the recent merger of Rubicon Project and Telaria, as its first global programmatic partner due to the company’s extensive omnichannel programmatic expertise and strong user experience.

“When implemented correctly, ads can become part of the game and as an industry, we should create a positive experience that players look forward to,” says Jonathon Troughton, CEO and co-founder for Frameplay.

“The better the experience is, the more game developers gain, resulting in more impressions and greater revenue.

“In order to grow the in-game advertising marketplace correctly, we need to ensure the technology that delivers the advertisements inside the game does not disrupt the performance of the game or the experience for the gamer. I am incredibly proud of our combined efforts to envision and act upon the work needed to get this right.”

According to Frameplay, there are about 2.6 billion people who play video games, with another study from Limelight Networks finding that video gamers spend more than six hours each week playing games.

“By layering programmatic into Frameplay’s innovative ad offering, buyers can more easily and efficiently reach highly engaged gaming audiences in a way that is complementary to the in-game experience,” says Tom Kershaw, CTO of Magnite.

“Across every screen and format, it is imperative that the ad experience is respectful of the user experience and we’re pleased to partner with Frameplay because that understanding is built into their technology.”

The deal between Frameplay and Magnite comes a week after mobile advertising platform AdColony announced its exclusive partnership with Anzu, a global in-game advertising platform, to better integrate real-world brand ads into games.

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