Frameplay integrates with Magnite

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Frameplay has announced its first global integration with Magnite, the independent omnichannel sell-side advertising platform, to provide advertisers with the ability to buy intrinsic in-game advertising programmatically.

The companies said that the “combination of Frameplay’s industry-leading software developed for in-game advertising and Magnite’s scale and experience in programmatic technology across any format and screen provides advertisers with greater access to engaged audiences”.

“When implemented correctly, ads can become part of the game and as an industry, we should create a positive experience that players look forward to,” said Jonathon Troughton, CEO and co-founder for Frameplay. “The better the experience is, the more game developers gain, resulting in more impressions and greater revenue. In order to grow the in-game advertising marketplace correctly, we need to ensure the technology that delivers the advertisements inside the game does not disrupt the performance of the game or the experience for the gamer. I am incredibly proud of our combined efforts to envision and act upon the work needed to get this right.”

“By layering programmatic into Frameplay’s innovative ad offering, buyers can more easily and efficiently reach highly engaged gaming audiences in a way that is complementary to the in-game experience,” added Tom Kershaw, CTO of Magnite. “Across every screen and format it is imperative that the ad experience is respectful of the user experience and we’re pleased to partner with Frameplay because that understanding is built into their technology.”


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