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 a second patent by the United States Patent and Trademark Office for its in-game ad viewability technology. The new technical patent protects a method of determining whether an advert is considered visible in a three-dimensional gaming environment rendered on a screen – a key functionality of Adverty’s industry-leading in-game advertising platform.

Adverty, the leading in-game platform for advertisers, agencies and game developers, today announces the notice of allowance for its most recent in-game ad viewability technology patent by the United States Patent and Trademark Office.

The new technical patent protects a method of determining whether an object (advert) is considered visible in a three-dimensional gaming environment rendered on a screen, through a comparison of the colors of an advert with the rendered color on the screen.

To make the calculation independent of the color of the ad and sampling conditions, the color is swapped for a pseudo color. By this method, gaming objects blocking an advert seen from the camera view can efficiently be detected. Likewise, the effect of lighting conditions in the three-dimensional environment can also be assessed. In conjunction with the previously granted BrainImpression patent, Adverty’s leading in-game advertising platform is able to factor in measurable viewability when it triggers impressions to adverts exposed to – and seen by – an end user.

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Viewability is one of the most important metrics in brand advertising and a number of renowned brands are known to exclude websites and other advertising media with low viewability from their media plans. To help advertisers understand – and publishers to define – how to count an ad as viewed, the media industry has established standards on how to measure web-based ad viewability. While in-game advertising viewability is still at its infancy, Adverty is taking an active role in helping both IAB and third-party ad verification leaders define these sought-after, industry-wide standards.

“As the only adtech company with multi-patented proprietary in-game advertising technology, we continue to prove our unique position in the market. We remain dedicated to bringing a state-of-the-art, cross-platform framework for unobtrusive, measurable in-game brand and performance advertising to game developers and advertisers around the world”, says Niklas Bakos, CEO and founder at Adverty.

The new patent US 16/583,860/ US20200105049A1, filed in September 2018, is the second in Adverty’s patent portfolio to protect its industry-leading in-game advertising platform at a time where gaming is rapidly emerging as the next big media channel.