Azerion has expanded its advertising auction platform presence, Improve Digital, in Australia and Southeast Asia (lead image: Elizabeth Grant).
The proprietary supply-side platform (SSP) lets publishers sell digital ad inventory across their web, mobile, and app-based sites and games, while allowing advertisers deliver creative ads to consumers.
Azerion says its Improve Digital platform lets publishers monetise their inventory in a variety of ways, including header bidding, programmatic guaranteed or via private marketplaces. In-game advertising also brings more choice and flexibility for sellers and buyers to connect directly and conduct ad transactions.
“The cornerstone of Azerion’s advertising auction platform Improve Digital is that by merging in-game advertising with our high impact creative technology, we place attention, brand and performance at the centre of every marketing campaign,” said Grant, Azerion’s operations and commercial director, JAPAC.
Grant added that the Asia-Pacific market is yet to reach its full potential and presents an untapped opportunity for advertisers seeking to reach gaming audiences, which vary wildly in demographic and cultural background.
“The gaming audience is growing exponentially across mobile, casual and social formats and brands have a unique opportunity to take part in this growth,” Grant said.
“We expect advertisers to increasingly embark on the journey of deploying our gaming and technology expertise to connect with hard-to-reach audiences across web, mobile and app.”
Headquartered in Amsterdam, Azerion has acquired several companies in the entertainment, media, and tech space since 2014. In October last year, the company acquired high-impact advertising firm InSkin Media.
In June, meanwhile, Azerion announced it had integrated Inskin into its global business portfolio. Its new Ad Studio offers unique capabilities to execute campaigns across three essential creative pillars – high impact display, gaming and video.
