Frameplay

Frameplay and iion Unite for Global In-Game Ad Dominance

Frameplay and iion announced a strategic partnership to create the world's most comprehensive game advertising reach by combining Frameplay's in-game inventory with iion's unified gaming ad platform across APAC and EMEA. The collaboration promises cross-regional access from North America to Asia-Pacific and Europe, while iion's platform delivers 10x higher engagement than standard web ads and 98% viewability. Under the deal, iion's 4,000+ gaming titles will be accessible through the Frameplay Exchange in the US, and APAC clients will gain access to Frameplay's intrinsic inventory, generating incremental revenue streams for publishers and expanded reach for advertisers. Executives comment on the partnership include Yasin Dabhelia (VP Demand, Frameplay), Sandy Shanman (CEO, Frameplay), and Vince Banks (VP of Marketplace, iion). The move reflects gaming's rising status as a core media channel and aims to unlock monetization opportunities across regions.

Equativ Launches Maestro: Revolutionizing Programmatic Ad Management

Equativ announced Maestro by Equativ, a renamed upgrade to its all-in-one curation platform Equativ Buyer Connect (EBC). The upgrade centralises programmatic campaign management and gives ad buyers access to high-quality, scaled supply. Since launching the platform four years ago, Equativ has gathered feedback from more than 500 media agencies—including all six of the Big Six—publishers, and data curators, resulting in over 30,000 curated deals. Maestro by Equativ features an enhanced interface that enables curators to define precise criteria for ad placements while upholding brand safety, relevance, and sustainability. It now integrates with more than 70 DSPs and over 30 data providers (e.g., LiveRamp, Lotame, IAS, Audigent) across 19 countries. New capabilities include first-party data integration, cookieless solutions, alternative IDs, Meta deals for optimization, and direct campaign activation. Planned features from Sharethrough and GreenPMPs addressing Scope3 emissions are highlighted as part of the ongoing evolution.

In-Game Ads Surge with New SDKs Across Platforms

AdExchanger reports that the in-game ad market is expanding beyond Unity as platforms broaden support for non-Unity engines. Gadsme announced a new SDK enabling Unreal, Godot, Cocos2d, and custom C++ engines across mobile, console, and PC games, enabling deeper, more native ad integrations that can respond to in-game events such as shadows, weather, or player actions. Other ad platforms—Anzu, Frameplay, and Bidstack—continue to extend no-code/low-code options or SDK support to additional engines. Dream-Up, a mobile-focused publisher, used Gadsme to place its first in-game ads in the 3D racing game Xtrem Racing, illustrating practical adoption. Gameloft, which uses a proprietary engine, has experimented with intrinsic ads via Anzu and Gadsme and is evaluating monetization across direct and programmatic demand, including clickable ads in select titles.