Admix Expands With Major Google And Spotify Hires

admixLondon-based games monetization company Admix has expanded its commercial team with two major hires in the US and EMEA.

These two appointments are the first part of Admix’s expansion plan in 2021 that will see the company double in size from 40 to 80 staff, following a $8.5 million Series A round in 2020.

Michael Silberberg, based in New York, is joining as VP Global Agency Partnerships after 14 years with Google across three continents, notably in London, where he spent five years as the head of global platforms leadership for WPP, Dentsu Aegis and other agencies.

In his most recent role, he served as the cross-functional leader across the entire WPP-Google relationship. Other previous responsibilities at Google included ecosystem development in Sub-Saharan Africa as well as leading demand generation in the wake of the DoubleClick acquisition.

“Since I was a kid reading William Gibson, I’ve been excited by the prospect of ads engaged with immersive digital environments. I can’t wait to drive growth of Admix’s ecosystem that enables game developers to monetize their virtual environments with in-play engagements for gamers,” he said.

Moreover, Alex Faust is joining as EMEA VP AdSales. Alex spent five years at Spotify, most recently as global leader of its international ad sales and brand partnerships team. Previously he spent seven years at Microsoft across UK and Global roles, most recently as sales leader of the multinational team, at the time part of Microsoft’s Global Accounts and Agency org.

“With gaming top of the league for audience engagement, we are witnessing the next big shift in media. In-play brings real value to all: brands, game creators and audiences, so the road ahead is incredibly exciting,” said Faust.


Silberberg and Faust will build out and lead the commercial teams across EMEA and the US, taking Admix’s new products to market with agencies and brands.

“In 2021 every brand is looking at leveraging gaming to reach their users in new ways, so now is the time for Admix to expand commercially. I couldn’t be more excited to have Alex and Michael join us to lead our efforts with brands and agencies globally,” said Samuel Huber, Admix CEO.

Admix was founded in 2018 and pioneered in-play, a monetization solution enabling game developers to monetise via data-driven product placements integrated inside gameplay, which are non-intrusive and provide advertisers with a new way to engage their audience while they play.

Advertisers can buy this unique inventory 100% programmatically via platforms such as DV360, TheTradeDesk or Xandr and target an engaged audience playing games at scale.

In 2020, the company has seen hypergrowth, its SDK now integrated with more than 300 games, and having seen 800% revenue growth across the year from unprecedented inbound and direct sales.

REVIEW: tFRWRD DIY Covid-19 Test (At Home)

Taking this Corona test at home takes patience but is awesome.

coronaCorona is a killer and nobody said that life was going to be easy, but on the run-up to Christmas 2019, life in retrospect was a breeze, as easy as pie, a walk in the park.

Now, 12 months on, the world is a different place after Corona, that nasty little crown, took nature’s advice and wreaked revenge on humans.

If you melt polar caps and set fire to the world’s biggest forests, where did we expect the pathogens to go? Disappear? Ha! No, they descended on us and now we’re a different, and more fearful, species.

Much has happened in 2020 and much will continue to happen. Mass testing and vaccines are the order of the day and it is clear that those who can afford to be tested and those who can acquire the vaccine are going to have very different lives to those who cannot.

Governments, immigration and airlines now demand testing certificates if people want to check their health, want to guarantee against self-isolation or even want to travel and get on a plane… without travelling miles to do so.

So, step forward the tFRWRD DIY Covid-19 Test, the Corona test that can be done at home before being dispatched to Vienna for test results and the ‘certificate’ to be well and to travel.

This is not an easy process and go that takes patience. The kit arrives by post with these, at first, confusing instructions.

1. ​Scan the QR code, download the app and register to complete the log-in process

2. Insert the cell phone into the recess provided and start video recording via the app

3. Insert the narrow tube into the holding point. Open the saline solution, put it in your mouth and rinse the oral cavity thoroughly for 60 seconds. Attention: Don’t swallow! After 60 seconds, rinse the straw into the insert narrow tubes and spit the saline solution into the tube through the straw

4. ​Discard the straw and the close tube with sealing adhesive. Place the tube in the transport container and close well

5. ​End video recording and close app and place the sample in the box and seal

6. ​Bring the test kit to the post office and send it off. You will get the laboratory test result directly on your app

This seems straightforward enough, but it takes time to go through the stages, not least the videoing of the process. However, this is a test for Corona and there can be no missteps… and this reviewer might be stupid.

It took me time to slavishly follow the instructions and just as I was about to emerge from the process to take my sample for shipment, I realized that I could only finish if I swapped browsers… of which there was no warning.

So, USE CHROME and save yourself a lot of time. Once that had been navigated and I had driven to a local outlet where I could send my sample via UPS, the rest of the experience was seamless.

I received an SMS letting me know at all times where my sample was and then, 24 hours later, an email saying I was negative. Job done.

There are increasingly a large number of options to testing for Corona. The UK has a number of centres where people can drive to and be tested there. Turnaround times are similar to that of tFRWRD DIY Covid-19 test, now least going privately.

But if you’re under lockdown for a considerable period of time and it’s difficult to go out into the world, stay at home and take the test using this product. It will give you peace of mind, even though it will send you a little mad actually doing it.

Baggl pledges £1 million of grants for SMEs

baggl strives to help up to 300 small businesses during the tough months ahead with their innovative SME grant initiative, supported by AdSmart from Sky.


Amid the chaos of the Covid-19 Coronacoaster and impending lockdown, innovative start-up baggl, a new online barter marketplace scheduled to launch around mid-November, where businesses and freelancers can trade what they have or do, for whatever they need, albeit using a combination of barter trade credits and cash.

In order to help support other SMEs during the tough months ahead, baggl has created a match-funded TV advertising grant, pledging £1 million worth of their barter trade credits to contribute towards media and production, putting up to 300x small businesses on prime-time television leading up to Christmas and into the New Year, targeting thousands of potential new customers whilst at home.

This exciting initiative is being supported by AdSmart from Sky, as well as several video production houses, all of whom share baggl’s desire to help the small business community.

“As a start-up ourselves we’re all too familiar with the challenges that businesses face during a more buoyant economy, let alone the current Covid19 market conditions, therefore we’re thrilled to be able to work with AdSmart from Sky in helping small business continue advertising and on TV too, especially with so many marketing budgets being slashed right now,” said baggl’s CEO, Paul Grundy.

Each lucky applicant will receive a 30-second localised TV commercial, including video production, which will be broadcast frequently over 30 days across Sky’s world class content and premiumchannels such as Sky Sports, Sky Cinema, MTV, National Geographical and Sky Atlantic to name a few, targeting customers within a 2.5 mile radius of their desired postcode.

“AdSmart and baggl are looking forward to helping smaller businesses get onto TV and we’re excited to show smaller businesses how by joining this exciting initiative, they can utilise the power of AdSmart to help grow their business even in these trying times,” said David Sanderson, Director at AdSmart Local and Development.

The match-funded grant requires an equal contribution of £3,500 from successful applicants, totalling £7,000 for an AdSmart local TV campaign, including video production.

Businesses can apply for the grant via, with applications being processed on a first-come, first-served basis.

What’s Next For Bitcoin Payments?

bitcoinWe hear quite a lot these days about the idea of using bitcoin in actual payments. Some suggest that opportunities to spend bitcoin are on the rise, and that it is indeed becoming a major form of currency around the world. Others counter that spending opportunities are still few and far between, and may not be particularly meaningful to the average consumer anytime soon.

The truth is that we’ve reached a point at which you can more or less make what you want of bitcoin payments. If you want to seek out and highlight opportunities for spending, you can; if you’d prefer not to buy into the idea of bitcoin as useful money, you’re certainly not alone. So, rather than picking one narrative or the other, we decided to look not at the future of bitcoin payments. Without any argument as to whether bitcoin will be a mainstream currency or not, the following are some of the ways in which bitcoin may evolve as money.

Select Stores Will Continue to Accept Bitcoin

We have looked at ‘Where You Can Actually Use Bitcoin to Buy Stuff’ before, and in doing so highlighted some of the companies that have become known for embracing cryptocurrencies. These include Shopify, Subway, and Tesla, to name a few. We expect that in this space, bitcoin spending will more or less stay where it is now. A handful of major stores have been accepting it long enough for us to know that they’re not launching any major domino effect. McDonald’s isn’t accepting bitcoin just because Subway chose to, and so on. However, it’s also a good bet that some major stores will continue to dabble in cryptocurrency moving forward.

Gift Cards & Debit Cards Will Be Popular Options

In the aforementioned article we made note of gift cards that can be purchased with bitcoin (at sites like Gyft). These will continue to be used, and give people an indirect way of using bitcoin to fund purchases. The rising trend of bitcoin debit cards will likely be even more significant though.

Earlier this year, payment giant Visa partnered with Coinbase to allow the latter to issue bitcoin debit cards. This combination of traditional payment methods with cryptocurrency has brought abut a way for people to pay with bitcoin just about wherever they’d like. This system appears to work, which means bitcoin debit cards aren’t going anywhere (and will likely become more popular as word gets out about them).

Gaming Will Make Heavy Use of Bitcoin

Gaming has always been an interesting industry to consider with regard to cryptocurrency. It’s essentially a vast, international enterprise in which people are using different payment methods, and value privacy and security.

This more or less sounds like the perfect environment for crypto adoption, which is why we expect to see more of it. Already there are some gaming sites and platforms that accept bitcoin directly. However, there are also systems that enable other gaming companies to get more flexible about finances.

Discussions on gaming payments on FIS Global cover this idea, highlighting modern processors that can handle a “vast network of alternative payment types” and “process any payments” customers want to make. These processors are basically opening gaming platforms up to their digital, international audiences more effectively — and that process should include more bitcoin activity.

Bitcoin Will Be Useful in (Some) Travel

Bitcoin spending was linked to travel fairly early on, largely as a result of a few travel booking companies (including Expedia) getting on board early. Some of those companies have since backed off, but we imagine bitcoin remaining relevant in travel in a different way.

Specifically, it could become the preferred (and easiest) currency option at certain destinations. A Medium article made note of countries that are adopting bitcoin more rapidly and heavily than others, including places like Singapore, Switzerland, and Argentina. It may well be that travellers around the world find that bitcoin is worth acquiring to spend at certain destinations like these.

Whether or not bitcoin truly becomes a major, useful currency is a debate no one can win just yet. But these are some logical ideas as to where bitcoin spending may go next.

Samuel Huber, CEO Admix – Exclusive Q&A

SamuelWelcome to Mob76 Outlook, Samuel, can you tell our audience about Admix?

We are in gaming and define ourselves as an entertainment company with in-game ads that wants to disrupt the advertising industry. Moreover, the industry is hot right now and entertainment is becoming more and more digital. It is one of the only industries growing faster under lockdown – we are a ‘success story’ during a difficult time.

We are also going against the hated advertising industry – big players seen as evil monopolies, stealing user data and so on. We’re taking on Google and Facebook. Everyone likes a David and Goliath story. We are building a revolution in the industry by putting users first.

We also have a focus/expertise on VR/AR which is also a polarising topic – when is it going to become mainstream?

Not everybody is a fan of in-game advertising, what are you doing differently, Samuel?

With 1.5 billion daily players, gaming is the new entertainment. Everyone is playing games, one way or the other. Lately we’ve seen the rise of platforms such as Fortnite or Roblox who are pushing the boundaries of gaming as we know it to become platforms for general entertainment, concerts or education therefore catering for a much wider audience than simply ‘gamers’.

At the same time, that wide new-found audience needs to be monetized, and this is where Admix comes in: we are proposing a business model for the next generation of entertainment. The Covid crisis has further amplified this phenomenon as people have been forced to live online.

How is the gaming industry changing apart from the digital aspect, Samuel?

The definition of gaming is changing rapidly. Gaming technologies, mainly real-time 3D, are started to be used outside of games – movies, manufacturing, education, ecommerce. There is a clear transition from 2D content to dynamic 3D content across industries.

It is not hard to imagine that these technologies will power a 3D version of the internet, further amplified by VR and AR, the next computing platform.

The largest companies out there – Google, Amazon, Facebook – have capitalised on the first generation of the internet. They have generated billion of dollars by monetizing users’ attention in different ways (via advertising and commerce). But they all operate on the 2D internet – websites and apps.

What happens when most interactions happen in 3D, whether on a screen on a VR headset? This requires a completely different interface and technology. That’s what the Admix long-term vision is. We are building a business model for the next generation of the internet. We want to be the next Google of the 3D world.

Why should readers care about what you’re doing?

Currently, we focus on gaming, as early adopters. As a marketplace between publishers and advertisers, we solve two needs for huge industries.
On the gaming side: with gaming evolving into more entertaining, immersive experiences, developers need a new infrastructure to power more profitable business models, particularly in immersive channels such as e-sport and XR where traditional ads don’t work.

On the ad side, the web is saturated with ads; as a result, young generations are hard to engage. Advertisers need to find new channels and a less intrusive approach. They’re realizing that gaming is a genuine channel to engage audiences at scale, but lack the tools to do so.

So, this is a big deal for AR and VR developers?

Admix enables developers of 3D content to monetise areas within their game with non-intrusive placements – such as billboards, posters and even 3D products such as a can of coke or wearable sneakers. These ads are integrated with the gameplay and therefore do not create a bad user experience. It also gives developers complete control over their advertising experience, which is a complete revolution in the space.

Can you give us some idea of what your product consists of?

Our product stack is split into three components:
SDK for Unity and Unreal, enabling developers to create inventory within their games
developer dashboard for inventory management, analytics, and handling monthly payments
supply-side platform, connecting to advertising platforms to sell our inventory on the runtime.

Now please explain that to a smart person who isn’t that into games

The Admix solution enables game developers to place billboards, posters, videos, and even 3D products in their games. Every time a user sees or interact with the ad, the game publisher generates revenue.

Because these ads are integrated with the environment instead of interrupting the gameplay, they do not affect the user experience, and work better for everyone. We are building the first advertising solution that puts players first.

Everybody loves a founder’s story. How did you get to this place, Samuel?

I am French and graduated in Physics from Polytechnical Shool of Lausanne (CH) in 2010. Wanting to apply my knowledge in a more practical way, I came to the UK to get a Master in Engineering and went to work as engine engineer for Mercedes F1 in 2011. At the time, I could see the mobile market growing fast and started some app projects on the side, before making the jump to go full time entrepreneur in 2013.

I used to run a small development studio and grew frustrated with available monetization solutions, all providing a terrible user experience. None of the publishers I knew were excited to work with any monetization, seen as a necessary evil. Yet they all used it.

I thought that there would be an opportunity to build a solution that would put users first, that developers would actually love to use, and that advertisers could leverage to reach an otherwise unreachable audience. This would literally shake the $500 billion advertising market for the better. This ‘three-way marketplace’ is symbolised by our triangular logo.

Where are you based and who’s in your team?

We are based in Farringdon, London, with remote employees in Ukraine. My cofounder Joe Bachle-Morris has more than 20 years experience in the advertising space, as CEO/COO/MD of various agencies like Brothers&Sisters and VCCP. He also had a stint as CMO and BSkyB.

Natasha Whitfield-Niven, VP Revenue was Head of Commercial at Rubicon Project. Our CTO Mohammed Alisrawi has experience building ad servers for adtech companies. We also have great advisors and investors with industry-specific experience.

How big is your audience and how much traction do you have?

We handle four billion ad requests per month (growing 30% m/m), we have 220 publishers onboard and $1.3 million ARR. We also recently raised $7 million and we are using this to expand our global operations.

Finally, why are you better than your competitors, Samuel?

Look at existing success in the advertising space: Facebook and Google grew their ad side model quickly because they made it easy for advertisers to join the platform and start spending. They reached critical mass which quick-started strong network effects that meant that nobody could catch up.

Google owns web advertising and Facebook owns social advertising. Compare that with agencies (aka service companies) whose growth rate is capped, do not build defensibilities, and are worth a fraction of the value.

Admix aims to be the former. We aim to own in-game advertising. We are building unique technology to enable brands to access 1.5 billion daily players while they play, and that requires scalability at its core.

Thanks a lot for your time, Samuel, best of luck with it all

No problem, thanks for inviting me.