IAS gives Admix In-Play advertising the thumbs-up

IAS independently measures views ability of Admix’s In-Play inventory

IASAdmix, the pioneering In-Play advertising platform that bridges the gap between mobile games and brands, has announced a new partnership with Integral Ad Science (IAS), a global leader in digital ad verification.

This integration with IAS makes Admix the only In-Play advertising company to offer ad inventory that is measured and verified by an independent partner.

Consequently, the quality of Admix’s In-Play advertising is assessed and verified with the same rigour as wider digital inventory. This measurement is enabled by the powerful technology that IAS provides, helping to unlock significant potential across the In-Play category for the entire mobile advertising ecosystem, from brands to mobile game developers.

Admix offers the most advanced, scalable In-Play platform, empowering advertisers to programmatically target and reach highly engaged audiences across billions of hours of gameplay. Until now, however, Admix created its own measurement tools, meaning the industry was unable to invest at scale with the same confidence provided by this integration with IAS.

“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,” said Samuel Huber, Admix CEO.

Publishers have already experienced stable and sustainable income through Admix’ self-serve platform and no-code SDK, but the partnership with IAS will help increase media quality and buyer confidence. Just as crucially, Admix offers marketers access to superior inventory to gradually reduce their reliance on interruptive advertising, such as interstitials and rewarded video, thereby improving player experience and retention.

“Working with Admix, we’re delivering a critical viewability solution for In-Play advertising that gives marketers the tools they need to invest confidently. 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,” said Chance Johnson, Chief Revenue Officer at IAS.

This news signals gaming’s transition from the most popular entertainment activity to dominant media, heralding a transformative moment for the advertising industry as it approaches mobile gaming and its 2.5 billion audience. Powered by Admix’ pioneering technology, In-Play is set to become a dominant media channel for the next decade and beyond.

Admix announces $25,000 User Acquisition Boost program

Admix is offering AR and VR developers $25,000 for user acquisition.

admixAdmix, the in-game monetization solution that recently closed a $7m Series A, is offering developers a chance to win an up to $25,000 boost towards their user acquisition.

To participate, studios need to install the Admix SDK to power non-intrusive ads in their games, and monitor progress over the first six weeks. Admix will handpick apps with the most potential.

Developers can sign up here to the program and boost their acquisition.

Founded in 2018, Admix is a full stack monetization platform for game, esport, virtual reality and augmented reality developers wishing to monetize in a different way. Instead of traditional adverts such as banners or video interstitials, Admix’s SDK for Unity or Unreal enables developers to drag and drop posters, billboards or even 3D spaces in their games.

This ‘virtual estate’ is then sold programmatically to thousands of advertisers, a big differentiator to many competitive services acting as agencies. The Admix platform attracted over 200+ mobile publishers in less than a year, a growth that attracted VCs to lead a Series A round.

Recently, the Admix team has bolstered it’s partnership team with hires from AppLovin and inMobi. This team will evaluate performance of new apps joining the platform, monitoring weekly userbase growth, session time, retention, and monetization vitals via the Admix solution.

They will then award these UA grants to the most promising ones, and help acquire users via a mixture of sources, including their own in-game inventory – something that Admix is currently testing.

“While monetization has been our bread and butter, we have always tried to help the developer ecosystem, by sharing resources, or featuring indie developers. This is the next step, with us contributing financially towards the app success. We couldn’t be more excited about accelerating the next hit games” said CEO Sam Huber.

Although the program is open to all developers, including new apps, the terms and conditions of the offer indicate that Admix is mainly looking for apps with early traction, and strong unit economics, that they can accelerate through funding and UA expertise.

About Admix 

The company launched publicly in November 2018 by revealing the first-ever advertising campaign in VR with National Geographic and Oath (now Verizon).

They have since expanded to traditional games, and less than 18 months later, the company is working with over 200 game developers, including leading casual titles. Admix is doubling its inventory size every 2 months, which attracts over 500 advertisers monthly, including Fortune 500 brands like Amazon, Spotify, Uber and Universal.

>About Samuel Huber

Samuel Huber is the founder of Admix, a monetisation platform for games, VR and AR based in London. Previously, Sam was the owner of an indie game studio, building hyper-casual mobile games before they were cool. Today, Sam regularly speaks about game monetization, advertising and extended reality at conferences across the world.