Unity debuts Audience Hub, merging privacy with precision in programmatic advertising

Unity has officially launched its new Audience Hub, a data platform designed to modernize targeted advertising across mobile and connected TV (CTV) while adhering to strict privacy standards. Initially available to marketers in the U.S. and Canada, the tool blends Unity’s proprietary ad insights with third-party data to deliver more precise audience targeting without compromising consumer data.

The Audience Hub is powered by data collaboration platform Optable and kicks off with Experian as its inaugural third-party data partner. This integration enables advertisers to build custom audience segments based on both first- and third-party signals and activate campaigns across Unity’s mobile and gaming inventory, as well as via CTV placements through a strategic partnership with Roku.

Early access campaigns have shown notable results. According to Unity, brands participating in beta tests recorded a 102.6% boost in click-through rates and a 103.6% lift in overall engagement—metrics that suggest advertisers are connecting more effectively with relevant, high-intent audiences.

The introduction of the Hub reflects a growing demand for more privacy-aware tools in programmatic advertising. Rather than relying on traditional data tracking, Unity’s system uses federated audience intelligence, a method that ensures user-level data remains decentralized and secure. This privacy-first model is increasingly critical in a landscape shaped by data regulations and heightened consumer scrutiny.

“With Audience Hub, we’re expanding our reach for programmatic advertisers in a way that prioritizes both privacy and performance,” said Alex Blum, Chief Operating Officer at Unity. “By combining enriched targeting with omnichannel delivery and top-tier partnerships, we’re enabling brands to reach consumers more effectively across mobile, web, and streaming platforms.”

For data partners like Experian, the collaboration with Unity opens new paths to reach what it identifies as high-value gaming audiences. “Our 2,400+ audience segments help brands refine acquisition strategies and performance outcomes in a privacy-responsible framework,” said Crystal Jacques, VP of Enterprise Partnerships at Experian.

Roku also emphasized the alignment, highlighting the growing overlap between gamers and streaming audiences. “Gaming now commands a major share of attention, and Unity is well-positioned to activate these audiences on Roku’s platform,” said Lindsay Pullins, Director of Partnerships at Roku.

As part of its rollout, Unity says global access to the Audience Hub is on the horizon. The initiative marks another step in the company’s ongoing push to evolve beyond its game development roots and deepen its footprint in the broader digital advertising ecosystem.