Mobile game studio Gameloft has secured a programmatic in-app advertising deal with PubMatic.
By partnering with the sell-side platform, Gameloft hopes to better monetise its advertising real estate across games like Minion Rush, Disney’s Magic Kingdoms, March of Empires, Song Pop and Asphalt Legends.
Gameloft, which has previously told The Drum that in-game apps are a keen way to avoid adblockers, says its offers audiences at scale, every month clocking 114 million unique users.
John-Paul Burke, country manager, UK Ireland & Nordics at Gameloft, said: “We chose to work with PubMatic because they are at the forefront of in-app and have really been pushing all its benefits to clients.
“Apps bring brands closer to users, offer scale and get them in front of a loyal, more relaxed audience. Advertising, particularly in gaming apps, can be built into the experience, making it more tailored, effective and less intrusive than other channels.”
Emma Newman, vice president UK at PubMatic, added: “We are delighted to be working with Gameloft, a real global leader in mobile gaming, to help ensure the potential of in-app advertising can be delivered."
“PubMatic is working to make it easy for publishers to better monetise their inventory programmatically. Our recent launch of OpenBid gives them access to additional demand and more brand budgets while offering advertisers a gateway to quality in-app opportunities.”
Founded in 2006, PubMatic says it now processes over 12 trillion advertiser bids per month.