Unity And Index Exchange Unite Behind Gaming Data In Non-Gaming Channels

Unity And Index Exchange Unite Behind Gaming Data In Non-Gaming Channels

The lines between gaming and non-gaming channels are blurring, and the ad-tech industry is taking notice. On Wednesday, game developer platform Unity and supply-side platform (SSP) Index Exchange announced an integration that pairs Unity’s in-game audience data with Index’s curated Marketplace deals. This partnership enables advertisers to target gamers across CTV, mobile, and the web, in addition to when they’re actually in a gaming app.

The Omnichannel Opportunity

Reaching gamers while they’re playing games is one thing, but targeting them across multiple channels remains an untapped opportunity. The challenge lies in accessing reliable and accurate audience data that can be applied beyond the gaming app itself. Unity’s integration with Index Exchange addresses this challenge by making its in-game audience data available for ad targeting outside the Unity platform.

This move has significant implications for advertisers, who can now reach gamers across various channels, including CTV, mobile, and the web. By leveraging Unity’s audience data, advertisers can create more targeted and effective campaigns that resonate with their desired audience.

Trends Reshaping Gaming Campaigns

The Unity and Index integration illustrates two key trends that are reshaping how marketers think about gaming campaigns.

Gaming Audiences Are Not a Monolith

Marketers are finally recognizing that gaming audiences aren’t a single, homogenous group. According to Alex Gardner, chief revenue officer at Index Exchange, marketers are excited about opportunities to reach a wide range of core demographics found in gaming apps, beyond just young, tech-savvy men.

• Diverse demographics: Gaming audiences comprise a broad spectrum of ages, interests, and behaviors, making them an attractive target for advertisers.
• Nuanced targeting approaches: Marketers need to move beyond traditional targeting methods and adopt more sophisticated approaches that account for the complexities of gaming audiences.

Growing Popularity of Omnichannel Curated Deals

The integration also highlights the growing popularity of omnichannel curated deals that span multiple media and format types. Index Exchange’s curated Marketplaces have seen “a dramatic rise in adoption” over the past two and a half years, according to Gardner.

• Curated deals: SSPs are curating more inventory across different publisher types, enabling advertisers to reach their target audience across various channels.
• Omnichannel strategies: The growth of curated deals reflects a shift towards more sophisticated and effective ad buying strategies that prioritize audience targeting and reach.

Driving the Integration

So, what drove Unity’s decision to integrate with Index Exchange? According to Chris Feo, SVP of programmatic sales and partnerships at Unity, the advancements SSPs have made with curated deals over the past few years inspired Unity to look beyond its own ad platform for ways to activate its audience data.

• Advancements in SSPs’ curated deals: The growth of curated deals has created new opportunities for Unity to monetize its audience data beyond its own platform.
• Desire to activate audience data: Unity aims to make its audience data more accessible and actionable for advertisers, and the integration with Index Exchange is a key step towards achieving this goal.

Insights and Implications

The Unity and Index Exchange integration highlights the evolving concept of “gaming” audiences and the need for more nuanced targeting approaches. As the ad-tech industry continues to shift towards more sophisticated and effective ad buying strategies, partnerships like this one will become increasingly important.

• Behavioral data: The integration demonstrates the increasing importance of behavioral data from gaming platforms in informing ad targeting strategies.
• Omnichannel strategies: The growth of curated deals reflects a shift towards more sophisticated and effective ad buying strategies that prioritize audience targeting and reach.

In a recent article, Buyers Are So Over Meta’s Overhauls; PayPal Enters The TV Measurement Fray, we discussed the challenges of measuring TV audiences in a rapidly changing media landscape. The Unity and Index Exchange integration offers a glimpse into how ad-tech companies are addressing these challenges by developing more sophisticated targeting approaches.

Similarly, Amazon Faces An Easy Boycott But An Existential Question highlights the complexities of navigating a rapidly changing media landscape. The Unity and Index Exchange integration demonstrates the importance of adaptability and innovation in responding to these changes.

Conclusion

The Unity and Index Exchange integration marks a significant development in the ad-tech industry, enabling advertisers to target gamers across CTV, mobile, and the web. As the industry continues to evolve, partnerships like this one will become increasingly important for advertisers looking to reach their target audience in a rapidly changing media landscape.

The implications of this integration are far-reaching, with potential applications across various industries and channels. As advertisers and ad-tech companies continue to navigate the complexities of modern marketing, one thing is clear: the ability to access reliable and accurate audience data will remain a critical component of effective ad targeting strategies.