Azerion launches adverting auction platform Improve Digital in APAC

Gaming developer and publisher Azerion has launched its advertising auction platform Improve Digital in Australia and Southeast Asia.

The advertising auction platform provides media buyers with access to ads across publishing sites and video games in multiple formats, including standard display, native, skin and video ads.

The supply side platform (SSP) allows publishers to sell digital ad inventory in multiple ways including header bidding, programmatic guaranteed and private marketplaces.

According to Elizabeth Grant, Azerion’s operations and commercial director, JAPAC, “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.”

The company claims that its purpose is to combine technology, creativity and simplicity to deliver measurable results for customers and to offer future-proof, transparent, and efficient advertising solutions.

Grant explained that the Asia Pacific market is a growing space with untapped potential for advertisers looking to reach gaming audiences.

“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.”

Digital Nation Australia spoke to Graeme Du Toit, head of sales and marketing for ESL, the largest independent league for esports earlier this year, who said that the esports industry is forecast to grow to approximately $4 billion by 2030, while the gaming market is worth an estimated $US200B.

Azerion manages a portfolio of over 19,000 casual and AAA games with customers including digital publishers, advertisers and game creators looking to automate digital advertising for media buyers and sellers.

The organisation was founded in 2014 with its headquarters in the Netherlands, and expanded into APAC in June this year.

Globally Azerion serves over 425 million active users and 340,000 advertisers.