InMobi, the world’s leading independent marketing cloud, today announced the launch of in-game advertising which is now available for brands across the globe to access programmatically on InMobi Exchange. The launch of unique in-game inventory on InMobi Exchange will enable brands to reach premium mobile users with ads that blend into the game environment, like electronic advertising boards in an in-game sports stadium, an esports arena or the extremely popular casual and hypercasual gaming space.

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“InMobi’s mobile heritage and expertise is the perfect match for AdInMo’s dedicated global mobile games inventory. InMobi Exchange enables us to deliver InGamePlay brand awareness campaigns across diverse game genres so that brands can target the great diversity of mobile playing personas.”

InMobi Exchange has forged partnerships with every industry-leading platform in the native in-game advertising space including AdInMo, Admix, Adverty, Anzu, Bidstack, Frameplay and Sayollo. The breadth of these partnerships means that advertisers can access this type of premium inventory across the globe at a scale and diversity unmatched by any other mobile supply-side platform today.

“In-game advertising is one of these new frontiers that is uniquely effective because it allows advertisers to interact with their consumers in a highly intuitive way,” said Kunal Nagpal, SVP and GM, Publisher Platforms and Exchange at InMobi. “InMobi’s technology and unmatched mobile in-app expertise enables our global advertisers to access the highly engaged and diverse mobile gaming audience in a medium that is becoming increasingly relevant.”

Gaming has become an extremely attractive media channel for advertisers in recent years, with opportunities for brands to deliver high-impact creatives to a very engaged audience of over 3 billion gamers. In 2020, mobile gaming saw unprecedented growth both in terms of users and time spent. By supporting these new, non-disruptive ad formats, InMobi is enabling brands to reach highly immersed users and drive greater brand recall through their campaigns.

Partner Endorsements

“InMobi has made fantastic progress towards native in-game advertising becoming an integral part of a brand’s digital media mix,” said Kristan Rivers, CEO and co-founder of AdInMo. “InMobi’s mobile heritage and expertise is the perfect match for AdInMo’s dedicated global mobile games inventory. InMobi Exchange enables us to deliver InGamePlay brand awareness campaigns across diverse game genres so that brands can target the great diversity of mobile playing personas.”

“We are thrilled to partner with InMobi as they make a push in the in-play space. To see one of the largest mobile in-app exchanges support this new way of advertising is a testament to the growing appetite from brands to enter gaming,” said Sam Huber, Founder of Admix. “Leveraging Admix’s unique programmatic capabilities in-game, this partnership enables our game publishers to access InMobi’s wide range of advertisers and deliver incremental revenue.”

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“This news is further proof that the most exciting, largely untapped media frontier is very much open for business,” said Tobias Knutsson, CEO of Adverty. “What’s more, both branding and performance advertising options are available, meaning that advertisers can unlock previously unreachable audiences at scale and turbocharge their marketing efforts in ways never before thought possible. With this partnership, the door is wide open for further innovation.”

“I’m excited to see that in-game advertising has been recognized as a solid media channel of its own, and the biggest players around the world have adopted a serious approach to in-game ads as a way to effectively tap into the colossal and booming gaming market,” said Yaniv Rozencweig, Director of Business Operations at Anzu.io. “Through our global partnership, InMobi’s brand advertisers are able to access Anzu’s exclusive inventory and reach premium gaming audiences across not only mobile, but also PC and console platforms. With Anzu offering in-game ad viewability and fraud detection audited by the industry leaders, advertisers gain even more confidence in the value of in-game advertising for their current and future campaigns.”

“This partnership is extremely exciting for Bidstack as we continue to expand our footprint with industry-leading platforms such as InMobi. The collaboration reinforces our commitment to creating industry standardization and operational scalability across key regions such as North America,” said James Draper, CEO of Bidstack. “The interconnectivity and accessibility of premium in-game inventory through partnerships like this helps to bring the ad format forward, and it takes us all a step closer to becoming a mature media channel.”

“We value our partnership with InMobi as they share our vision to deliver high-quality intrinsic in-game advertising without disrupting the game,” said Jonathon Troughton CEO and Co-Founder of Frameplay. “We especially appreciate InMobi’s ability and willingness to support Frameplay’s proprietary programmatic intrinsic in-game ad-serving capability, which requires a unique approach to programmatic to get this right.”

“With one third of the world’s population playing mobile games for over eight hours every work-week, the potential for in-game brand exposure is astronomical. Today’s advertisers know that in order to maximize reach, brands need not only an online presence, but a prominent and constant position in the mobile gaming world,” said Yonatan Attias, CEO of Sayollo. “We are stoked to partner with InMobi as pioneers in this futuristic technology that enables brands to better target their audiences, and gives publishers more valuable ways to monetize their content.”

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