Adverty AB (publ), an in-game platform that connects brands and people through its display advertising technology built for games, announces integration with Smaato, a US-based digital advertising technology platform. The partnership will enable Smaato's global buy-side partners and advertisers to access Adverty's new in-game ad inventory.

“The core of Smaato's Digital Advertising Technology Platform is to help app developers create seamless, tailored and engaging experiences”, says Ajitpal Pannu, CEO of Smaato in an issued statement. “We like that Adverty is helping to create such customized advertising experiences inside games for app developers. It makes sense we support such integration inside Smaato's overall monetization platform to help power this via the programmatic pipes,” he adds.

Commenting on the occasion, Niklas Bakos, Founder & CEO, Adverty, says, “We have recently seen a significantly stronger demand for advertising opportunities within the gaming vertical. Still at its infancy, in-game brand advertising is set to see tremendous growth in the coming years and we are building up a strong foundation to support this new media channel. Our integration with digital advertising technology platform Smaato enables previously untapped business opportunities for us and our partnership is a very important milestone in Adverty's industry establishment”.

There have been a lot of activities from Adverty over the last eight months. Earlier this month, the company had entered into an agreement with SuperAwesome, which is a leading kidtech platform, to enable kid-safe advertising, in addition to its partnership with MADFINGER Games to enable seamless in-game ads. In January, the company had expanded its presence in the UK by launching offices in London and UK, and hiring Ex-Bidstack Senior Commercial Development Manager Alex Ginn as Head of Sales UK, and Julia Smith as PR Director, EMEA.

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