Adverty launches ‘first programmatic platform’ for AR/VR in-app ads
The company is out with a SSP offering inventory for 2D AR/VR ads mapped inside a 3D environment.
Barry Levine on April 6, 2018 at 11:17 am
Adverty actually made its platform available late last year in a non-programmatic version for a test project with Coca-Cola Company, and it is now being offered in general release for programmatic use. Rovio Entertainment, the company behind the “Angry Birds” game, is employing the platform, and Adverty says other brands are in discussion. Here’s some video from the Coke test: Adverty provides a supply-side platform (SSP) that can accept 2D AR or VR ads directly from an advertiser or from a demand-side platform (DSP), or it can integrate with another SSP. CEO and co-founder Niklas Bakos pointed out that 3D AR and VR ads cannot currently be distributed through programmatic ad platforms, although his company is working on a solution. Instead, the 2D AR or VR ads are mapped onto the 3D environment in the app, such as ads showing on a billboard or street sign in the scene (see screen shot at top of page) or wrapped around an object, like a coffee cup. Bakos said that most other ad companies working with AR or VR properties generally put the ads into the app’s menu screen, such as a banner, or they have a button to play a video ad. By contrast, he said, Adverty’s ads are all in the game experience itself. Adverty is primarily working with game apps, although Bakos said his company is open to working with any type of app. The new platform, he said, is really two platforms in one system: one for mobile AR and one for VR on mobile, consoles or desktops, such as PC-based games for the latter device type.A Stockholm-based startup has launched what it says is the first programmatic ad platform for augmented reality (AR) and virtual reality (VR) native ads.