AdInMo

Axis and AdInMo Unite for Next-Level In-Game Advertising

Axis, a global programmatic platform, and AdInMo, a pioneering in-game advertising platform, have announced a partnership to advance programmatic in-game advertising. The collaboration provides Axis DSP partners with access to AdInMo's inventory of non-intrusive in-game ad placements, enabling advertisers to reach hard-to-reach mobile gaming audiences with immersive formats that blend into gameplay. The integration leverages AdInMo's SDK alongside Axis's network to enhance targeting, streamline access, and offer comprehensive support, helping DSPs maximize ROI and deliver engaging brand experiences. The partnership aims to boost audience engagement and retention in mobile gaming. Axis CEO Ann Tarasewicz and AdInMo COO Joanne Lacey expressed enthusiasm, highlighting the move to deliver cutting-edge, immersive in-game ad solutions for a growing gaming audience.

72% of Game Developers Embrace Hybrid Monetisation Strategies

AdInMo published survey results on hybrid monetisation in mobile games, defined as a mix of in-app purchases (IAP) and in-app advertising (IAA). The study shows IAP revenue share rose to 45% this year, vs 17% for IAA, indicating IAP growth outpaced ad revenue. Looking ahead, 72% of game makers plan to implement or advance their hybrid strategy in six months, while 63% aim to increase IAP conversions and 49% plan to integrate immersive in-game ads. Key challenges include monetisation metrics by geo, player segmentation, and cannibalisation between purchases and ads. Tiffany Keller, monetisation expert and report author, notes both camps expect larger revenue shares next year, with a shift toward immersive ads and optimized LTV economics. Kristan Rivers, AdInMo’s co-founder and CEO, says combining IIA and IAP benefits the model and highlights the InGamePlay 3.0 SDK with IAPBoost and CrossPromo to embed ads without disrupting play.

Game Ads Gain Momentum: Frameplay Expands Programmatic Reach

AdExchanger’s daily news roundup covers a trio of industry topics. First, Frameplay, an in-game advertising company, expands its programmatic reach by adding impressions from Adverty and AdInMo to the Frameplay Exchange, a move Frameplay CEO Sandy Shanman says could unlock scale for native game ads; Adverty CEO Jonas Söderqvist calls the collaboration forward-looking. The piece then surveys Eminent Domains: Anguilla’s .ai domains now generate about one-third of the territory’s government revenue, and the future of the .io domain is in flux after a UK-Mauritius treaty, with retirement expected five years after ratification around 2025. The Ungoogleable Question notes the DOJ’s proposed remedies to break up Google, including potentially opening its data APIs to competitors. Rounding out the roundup are social/advertising tidbits: Instagram moderation issues cited by Adam Mosseri, Reddit’s new keyword targeting, X’s dismissal of Unilever from a WFA lawsuit, and broader notes on how brands interact with users on social platforms.