Unity releases free Ad Quality SDK to improve in-game advertising transparency

Unity has announced the broad availability of its Ad Quality tool as a free, standalone SDK, making it accessible to all publishers regardless of their mediation platform. The tool is designed to provide developers with greater transparency and control over in-game advertising across more than 25 ad networks.

The move comes as new survey data highlights the effect of advertising on player behavior. According to Unity, 44% of players are likely to stop playing a game due to poor ad experiences, while 47% would uninstall a game entirely for the same reason. These findings underscore the role of ad quality in player retention and game integrity.

The Ad Quality SDK surfaces key user experience signals, including ad duration, escape rates, and churn or revenue per creative, allowing developers to monitor and evaluate the ads shown within their games. Unity stated that the tool helps safeguard both player experience and brand reputation by identifying and addressing problematic ad content.

In addition to the current capabilities, Unity said it plans to expand the tool with new features, including AI-powered tagging of inappropriate content, custom reporting tailored to individual studios, and a universal creative ID to improve cross-network tracking.

“Creating content and acquiring players requires significant investment, and developers should be able to retain that value,” said Felix Thé, SVP of Product and Technology for Unity Grow. “By making Ad Quality free and broadly available, we are putting more control in developers’ hands.”

The release follows Unity’s recent rollout of Vector, its AI-powered advertising platform, which the company said contributed to a 15% sequential increase in ad revenue in Q2, despite an overall year-over-year decline.