Covid-19 actually really helped propel the IGA industry forward.” Dabhelia joined Bidstack in 2020, just as the UK went into lockdown. “That year was a massive education, telling people about the benefits of in- game advertising and getting their heads around the non-intrusiveness of it. By 2021, brands were beginning to invest in the space and recognise it as a serious media channel.” PLAYING THE GAME Bidstack has a proprietary supply-side platform (SSP), that allows publishers to trade in-game ads programmatically, facilitating commercial agreements with agencies and brands. Using Bidstack’s AdConsole platform, advertisers and game developers can monitor campaign progress, manage creative approvals, analyse inventory and track key performance metrics.
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