Adverty has partnered with Smart to widen access to its market-leading programmatic in-game inventory for advertisers globally
Adverty, the in-game advertising platform for advertisers, agencies and game developers, is expanding its footprint with a global partnership with Smart; the independent ad tech platform. The goal of this integration is to provide advertisers with easy access to a large pool of thematic advertising inventory, enabling them to increase their reach and campaign performance while respecting the user experience.
Smart, created in 2001, offers ad serving, programmatic monetisation and buying solutions to both publishers and advertisers. This integration will increase Adverty’s programmatic reach for brands and advertisers looking to enter the increasingly influential world of gaming. Publishers will benefit from direct access to greater demand, allowing them to better leverage and optimise the monetisation of their in-game advertising formats.
The move is part of Adverty’s mission to be the leading in-game advertising platform to associate with the very strongest supply-side providers (SSPs) – making it easier for ad buyers to access the latest in-game advertising inventory, at a time when the market is waking up to the critical importance of gaming within media.
Tobias Knutsson, CEO of Adverty, explains:
With this integration, we are adding a new, best-in-breed vertically integrated SSP to our programmatic infrastructure, further cementing our position in the market. With all the talk of the Metaverse in the market right now, we are on the front foot and delighted to offer the most compelling advertising inventory in this burgeoning media frontier. Furthermore, we are resolved to ensuring that every brand and every agency in every corner of the world can access our market-leading, innovative and non-intrusive in-game ad inventory.
Pierce Cook-Anderson, Country Manager Northern Europe at Smart, added:
Our advanced programmatic solution gives buyers first look at premium inventory, on every screen and for every format. This enables them to create personalised deals according to their communication strategy and campaign KPIs. We are well aware of the importance of the gaming environment and are delighted to partner with Adverty to widen access to its powerful gaming technology. We look forward to watching ground-breaking campaigns take shape within the gaming environment and have buyers explore, measure and leverage these formats whilst providing customers with a non-intrusive ad experience.
Adverty helps brands to deliver unobtrusive advertising with its patented technology, built specifically for gaming. Its In-Play and In-Menu formats enable contextual and unobtrusive brand communications and the in-game advertising specialist was recently awarded its third US patent for its viewability technology BrainImpression; a method for determining ad viewability and impressions within complex gaming environments. This covers every screen used in traditional gaming and the ‘Metaverse’ – from mobile phones, tablets and TVs to next-generation devices used for virtual and augmented reality.
Brian has been working in the games industry since the mid-1990s, when he joined the legendary studio DMA Design, as a writer on the original Grand Theft Auto. Since then he's worked with major publishers, founded his own digital agency, and the Scottish Games Network. At various times he's worked as a journalist, editor, narrative designer, lecturer, executive producer, and director.
