Digital ad verification company Integral Ad Science (IAS) has launched a partnership with in-play advertising platform Admix.
This integration with IAS makes Admix one of the first in-play advertising companies to offer ad inventory that is measured and verified by an independent partner.
This means that the quality of Admix’s in-play advertising is independently assessed and verified in the same way as wider digital inventory.
"Working with Admix, we’re delivering a critical viewability solution for in-play advertising that gives marketers the tools they need to invest confidently," IAS chief revenue officer Chance Johnson says.
"By bringing trusted measurement and greater transparency to the high-growth In-Play gaming market, we’re helping brands, agencies, and mobile game developers ensure the quality of their advertising.”
Admix allows advertisers to programmatically target and reach audiences across billions of hours of gameplay but until now had its own measurement tools.
“Admix’s new partnership with IAS is the first in a number of initiatives to standardize In-Play viewability and performance," Admix CEO and co-founder Samuel Huber says.
"While we have always been confident in our technology and our approach, ultimately having our solution verified by a trusted independent partner such as IAS is vital to our vision for gaming as a media channel.
"This announcement will be ground-breaking not just for Admix, our developers and advertisers, but for the entire category. At Admix, we regularly hear from agencies who recognize that gaming is a huge part of media consumption and want to make video gaming part of their core strategy.
"Until now, they have been hamstrung by a lack of third-party verification. Thanks to IAS and our technology, brands and agencies can now jump in with full confidence and put compelling, premium ad experiences in front of mobile gaming’s 2.5 billion players.”
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