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    Adverty Appoints The Scale Factory to Grow Business in APAC

    The partnership is commencing on October 1st and will be rolled out in the region during Q4.

    By Robert Cameron - Feb 19, 2021
    Adverty Appoints The Scale Factory to Grow Business in APAC

    Image credit: Screen Post, Unsplash

    In-game advertising platform Adverty AB has appointed Singapore-based The Scale Factory to drive commercialization in Asia Pacific.

    The Scale Factory, which was founded and led by Lars Bjoerge, former APAC EVP for Omnicom Group TBWA and Pierre Martenson, former Head of International Expansion for Tapad, will spearhead Adverty’s footprint in Asia.

    “We absolutely love what Adverty is doing to disrupt in-game advertising. With current in-game ad solutions, we are seeing more and more users reject brands that interrupt, and in some cases even destroy the gaming experience,” said Bjoerge.

    “Adverty has solved this elegantly by enabling brands to be present alongside gamers in this extremely valuable and rapidly growing consumer segment. We are thrilled to start building Adverty’s footprint across APAC.”

    Adverty’s in-game advertising platform enables access to all major programmatic buy-side platforms through partnerships with PubMatic, Smaato, and BidSwitch.

    The company recently announced a new in-game brand advertising format called In-Menu™, which enables contextually relevant IAB display banner ads on menu screens in between gameplay, alongside its current In-Play™ format, which allows brands to take over billboards and other virtual outdoor sites within games.

    “The future of gaming is mobile, and in APAC the future is now. With an estimated number of gamers exceeding 1.5 billion people, soon crossing $100 billion in revenues, we see APAC as an integral part of our expansion in the coming years,” said Niklas Bakos, founder and CEO of Adverty.

    “We have had the pleasure of following the team behind The Scale Factory for quite some time and have been deeply impressed by their very hands-on approach. We are confident that we will achieve amazing things together.”

    The partnership is commencing on October 1st and will be rolled out in the region during Q4.

     

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