Zynga partners with PubMatic to enhance mobile ad access for advertisers
Key takeaways
- Gaming apps account for 8.1% of US app ad spend, growing 42% year-over-year.
- Mobile gaming audiences expected to reach 53.8% of US population by 2026.
- Integration of PubMatic's OpenWrap SDK creates streamlined supply paths for advertisers.
- New commerce-enabled formats like Click to Cart enhance interactive advertising in games.
Zynga has announced a partnership with PubMatic aimed at expanding advertisers' access to its premium mobile gaming audiences. This collaboration will enable Zynga to integrate PubMatic's OpenWrap SDK, streamlining the supply path for advertisers and enhancing their buying capabilities.
Currently, gaming apps represent 8.1% of the US app ad spend, which has surged by 42% year-over-year. Projections indicate that by 2026, mobile gaming audiences will encompass 53.8% of the US population, equating them with shopping app audiences. This growth highlights the increasing importance of mobile gaming within the advertising sector.
The partnership will introduce innovative advertising formats, including Click to Cart, which allows brands to create interactive shopping experiences within games. Advertisers can also leverage PubMatic's AgenticOS and Activate platform for AI-powered media buying campaigns across Zynga's gaming inventory.
Why it matters
According to PubMatic's VP of mobile, Lashanne Phang, this partnership addresses the existing gap in tools for advertisers to effectively reach engaged mobile gaming audiences. By combining demand diversity and creative capabilities, Zynga and PubMatic aim to position mobile gaming as a pivotal element within advertisers' media strategies.
Original source
PocketGamer.biz
