AdInMo and NumberEight have formed a partnership to deliver targeted in-game advertising campaigns. Targeting will take a privacy-first approach based on player data rather than using identifiers, cookies, or personally identifiable information (PII).
Kristan Rivers, Co-Founder, and CEO of AdInMo, made the following comments about the partnership:
“We’re delighted to be working with the team at NumberEight. We have a shared vision: that mobile advertisers should celebrate not fear the demise of user tracking. The ability to offer advertisers hyper-targeted campaigns without the need for PII or identifiers is a ground-breaking achievement in ad tech. We’re currently running trials with several publishers across our global mobile games inventory leveraging the data from NumberEight to offer AdInMo’s demand partners better targeting for their in-game advertising campaigns.”
The InGamePlay platform used by AdInMo enables the integration of advertisements without breaking the game’s immersion. The new partnership will allow AdInMo to leverage “unused” first-party data that will allow it to gather more behavioral signals.
NumberEight CEO Abhishek Sen added:
“Nearly everyone on the planet has a mobile phone and over half of them play mobile games, resulting in a rich diversity of both game genres and players. Mobile gamers definitely do not conform to traditional gaming stereotypes and on-device contextual signals help better understand these diverse and hard-to-reach audiences. Through this partnership, we aim to help AdInMo’s publishers maximise the value of their mobile inventory while also allowing advertisers to reach these relevant and diverse audiences in the moments that matter most.”