Ad Tech and Martech

IAS Verifies Admix In-Play Advertising for the First Time

Admix, the first In-Play advertisement platform that connects smartphone gamers and brands, has announced a new alliance with Integral Ad Science (IAS), a world leader in digital ad verification. Admix is the first In-Play advertisement firm that offers ad inventory that is calculated and tested by a trusted, unbiased partner as a result of this integration with IAS.

Admix's In-Play advertising is also independently checked and verified with the same rigor as the rest of the digital inventory. This measurement is made possible by IAS's powerful technologies, which help to unlock enormous potential in the In-Play segment across the entire mobile advertisement ecosystem, from brands to mobile game developers.

Admix provides a sophisticated, scalable In-Play platform that enables advertisers to programmatically target and meet highly engaged viewers through billions of hours of gameplay. However, until now, Admix had developed its measurement tools, which meant that the industry was unable to invest at scale with the same conviction as this integration with IAS.

Publishers have also benefited from Admix's self-serve platform and no-code SDK, but the alliance with IAS would further improve media quality and customer confidence. Admix also provides marketers with superior inventory, allowing them to slowly reduce their dependence on interruptive ads, such as interstitials and rewarded content, thus improving player experience and retention.

This launch marks the transformation of gaming from the most mainstream activity to dominant media, attempting to bring in a defining moment for the advertisement industry as it approaches mobile gaming and its 2.5 billion audiences with virtually unknown confidence. In-Play, driven by Admix's technologies, is set to become a leading media outlet for the next decade and beyond.

About Admix
Admix's pioneering technology bridges the gap between gaming and advertisement, propelling the 'In-Play' trend by incorporating data-driven marketing and product promotion into engaging gameplay experiences. The Admix platform provides 100% viewability and in-depth measurement by combining the largest In-Play ad inventory with rich user-level data. Advertisers can target new markets quickly and at scale with Admix by using some of the world's most popular titles. Admix, founded in 2018 by Samuel Huber and Joe Bachle-Morris, currently partners with over 500 brands to monetize more than 300 games of various sizes and has raised more than $12 million in venture capital investment.

About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital ad verification, meaning that advertising can be used by real users in secure and appropriate environments. The goal of IAS is to serve as the universal standard for trust and transparency in digital media quality for the world's leading brands, advertisers, and platforms. This is accomplished by data-driven applications that have actionable real-time signals and insight. IAS, which was established in 2009 and is based in New York, partners with thousands of top advertisers and premium publishers around the world. IAS is a company in the Vista Equity Partners portfolio.

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