Admix now offers In-Play ad inventory verified by IAS

In-Play advertising platform, Admix, has partnered with ad verification firm, Integral Ad Science (IAS) to offer ad inventory that is measured and verified by a trusted, independent partner.

Now, the quality of Admix’ In-Play advertising is independently assessed and verified with the same rigor as wider digital inventory and, according to the company, will help to unlock significant potential across the In-Play category for the entire mobile advertising ecosystem, from brands to mobile game developers.

Admix’s In-Play platform, enables 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.

The partnership with IAS will help increase media quality and buyer confidence as well as offering marketers an alternative to much-maligned interruptive formats, such as interstitials and rewarded video.

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.

Samuel Huber, CEO and Co-Founder, Admix

Mars is committed to media innovation and its obligation to maintain brand and social safety. We need partners and solutions, like IAS’s verification of an in-game advertising partner, which allow us to strike that balance.

Ron Amram, Senior Director, Global Media, Mars

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