Adverty AB today (Octoberr 27th, 2022) unveils a partnership with Apex Gaming Network, a division of Apex Mobile Media, having signed an agreement that allows the network to represent and sell Adverty’s inventory in Canada, with the potential for campaigns also to run in the US. This partnership will enable advertisers in the region to benefit from seamless and immersive in-game advertising opportunities.

Apex Gaming Network is a division of in-app mobile advertising leader Apex Mobile Media and Canada’s only gaming network that puts brands in premium game environments. It is dedicated to helping brands reach and engage gaming audiences in Canada, with exclusive partnerships with premium gaming partners from across the globe including Rovio, AudioMob, EA and SuperLeague Gaming, amongst others.

This partnership between Adverty and Apex Mobile Media comes at a time when growing numbers of advertisers are seeking to communicate and advertise within virtual gaming worlds, with Adverty now well on its way to global representation.

Walder Amaya, CEO and Co-Founder of Apex Mobile Media, says: “We are thrilled to partner with Adverty and to bring its market-leading solutions to our clients in the Canadian market. By cementing this partnership, Apex Gaming Network will continue to lead the way in the Canadian mobile gaming space by offering new exciting advertising opportunities to our clients.”

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VP Partner Sales, Alex Ginn, adds: “We’re delighted to be able to offer our ground-breaking in-game ad formats in partnership with Apex; opening up entirely new possibilities for engagement with audiences in this future-facing region.”

Apex already has trading agreements in place with all major holding groups and agencies in the Canadian market and the relationship has kicked off positively with an In-Play video campaign promoting the new LEGO Star Wars products to the Canadian market.

Earlier this year, Adverty launched an industry-first streaming video technology for In-Play ads – bringing innovative programmatic video display ad formats to the gaming world for the first time. With over 3 billion gamers globally, mainstream brands are increasingly turning to in-game advertising, now widely regarded as a central pillar for future innovations within gaming and the Metaverse.

Adverty today announces a new partnership with Adsmovil, Ad Tech company pioneer in innovation for digital advertising in Latin America, Europe and the U.S. Hispanic market, as it continues its expansion into key markets globally. The collaboration brings Adverty’s in-game inventory locally to Latin America, where countries such as Brazil and Mexico already are amongst the top in Adverty’s current game portfolio in terms of reach.

Adverty, the leading in-game platform for advertisers, agencies and game developers, continues to expand its global footprint, having signed a sales agreement with the pioneer in innovation for digital advertising Adsmovil. The partnership is part of a tactical move to reach Adverty’s strategy of being a truly worldwide company and will facilitate access to its in-game inventory in key markets across Latin America – with a particular emphasis on Brazil and Mexico, where gaming currently is experiencing an incredible growth both on industry level and within Adverty’s own in-game inventory.

Tobias Knutsson, CEO of Adverty, explains: “This latest collaboration puts Adverty right in front of the eyes of media agencies and brands in countries where we currently have large supply, but previously haven’t been able to approach locally. Therefore, we are very delighted to work closely with the superb teams at Adsmovil across all Hispanic markets in Latin America, the United States and Spain.”

Having effectively launched thousands of mobile ad campaigns, Adsmovil is growing fast, with offices in key markets across Latin America, presence in major Hispanic cities across the US and new offices opening in Europe. The partnership is set for an immediate launch, with Sony Pictures being the first brand to run an ad campaign in Brazil during December.

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Alberto Pardo, Founder and CEO at Adsmovil, comments: “This is a truly win-win partnership. Together with Adverty, our local market knowledge, wide strategic vision and track record will see us further driving innovation in campaigns. Our mission is to help advertisers choose the most sophisticated ad formats, according to their unique targets and objectives.”

Adverty AB (publ) has been granted its third patent by the United States Patent and Trademark Office for its in-game ad viewability technology BrainImpression; a ground-breaking method for determining ad viewability and impressions within complex gaming environments. The multi-patented invention is one of the core functionalities of Adverty’s leading in-game advertising platform and now covers every screen used in traditional gaming and the so-called ‘Metaverse’ – from mobile phones, tablets and TVs to next-generation devices used for virtual and augmented reality.

Adverty, the leading in-game platform for advertisers, agencies and game developers, today announces the notice of allowance for its third in-game ad viewability technology patent by the United States Patent and Trademark Office. The technology, known as BrainImpression, is a ground-breaking method for determining ad viewability and ad impressions – such as when an ad is considered as seen by the user, within complex computer-generated graphical environments such as two-dimensional and three-dimensional games. The new patent, filed as a continuing application to the patent US 16/499.258 / US20200110262A1, granted in December 2020, now covers the full range of screens used for gaming, such as virtual reality (VR), mobile and headworn augmented reality (AR), smart glasses, mobile phones and devices, tablets, computer screens and televisions.  

“It’s imperative that the media industry uses its collective knowledge and powers of innovation to help define appropriate viewability standards. This must include in-game advertising, and must cover every type of screen today. With increasing focus on gaming within the wider ecosystem, we are delighted to be leading the development and rollout of ad viewability within this critically important sector,” says Niklas Bakos, CSO and founder at Adverty.

Viewability is one of the most important metrics in brand advertising and several renowned brands tend to exclude websites and other advertising media with low viewability in their media plans. To help advertisers understand, and publishers define, how best to count an ad as seen, the media industry has established standards on how to measure web-based ad viewability. In regards to in-game advertising viewability, the industry is still in an early phase, with Adverty taking an active role in helping both the Internet Advertising Bureau (IAB) and leading third party ad verification companies, such as Oracle Moat, to define these industry-wide, sought-after standards. 

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The BrainImpression patent covers and protects a method of deciding if an advertisement, displayed in a gaming environment and shown on a display, has been seen by a user. The method of decision is based on the ad size, time in view and position on display for the user. Depending on the size and position of the ad on display, the ad is classified as seen after various time intervals, triggering an ad impression by the system.

Furthermore, the patent includes specific methodologies for ads in the three-dimensional gaming space, where viewing angles and incidence angles towards the ad and the user display determine how well the ad is visible at any given time. An ad unit viewed from the side is not detected as quickly, if at all, for instance, depending on its viewing angle, compared to an ad unit seen from a straight angle. Moreover, an advert placed in the centre of the field of view is classified as seen faster than an ad closer to the periphery with a higher angle of incidence.

The BrainImpression patent application was originally filed in March 2017. Today, gaming is becoming recognised as a critically important media channel and Adverty has established a leading cross-platform framework for unobtrusive, in-game brand and performance advertising, allowing brands to connect with new audiences in unique ways.