Frameplay joins forces with Adverty and AdInMo to launch its own ad exchange

In-game advertising firm Frameplay has introduced a new ad exchange, called Frameplay Exchange, designed to streamline the gaming advertising experience for brands and marketers. Partnering with industry players Adverty and AdInMo, the collaboration aims to provide a more efficient and unified platform for reaching gaming audiences.

According to Yasin Dabhelia, VP of Demand at Frameplay, “This partnership signifies the next evolution in in-game advertising, offering brands and agencies a seamless way to connect with gamers. By uniting our inventories, we are setting a new standard for access, efficiency, and scale.”

The new platform is designed to serve as a central hub for media buyers in the U.S. and other major markets, offering easy access to intrinsic in-game advertising inventory.

The partnership comes at a pivotal time for the industry, with eMarketer projecting in-game advertising to reach nearly $9 billion by the end of 2024. Despite this immense growth potential, in-game advertising still represents a small fraction of the overall digital ad spend in the U.S. Frameplay says, with its new exchange, advertisers now have a simplified pathway to tap into this lucrative and highly engaged audience, helping close the gap between the potential and the current investment in the sector.

Frameplay’s CEO, Sandy Shanman, highlights the significance of the collaboration, stating, “This will be the largest source of intrinsic in-game advertising. We’re making it easier for brands and agencies to make in-game a continuous, always-on marketing channel.”

For the executives at Adverty and AdInMo, this partnership represents not only a significant step for their companies but for the future of advertising itself. “We are thrilled to be part of this new chapter,” said Jonas Söderqvist, CEO of Adverty. “By joining forces with Frameplay and AdInMo, we are offering brands a solution that taps into the full potential of In-Play gaming inventory, shaping the future of how advertisers connect with players.”

Joanne Lacey, COO of AdInMo, echoed this sentiment, emphasizing the importance of standards in driving the growth of in-game advertising. “For any new media channel to scale, it needs standards that simplify the buying process. Our partnership with Frameplay and Adverty is a crucial step towards making these immersive, in-game ad formats more accessible to brands and agencies alike.”