Frameplay’s Intrinsic In-Game Programmatic Premium Inventory & InMobi’s Global In-Game Advertising Reach, a New Powerful Combination

Frameplay Corp April 27, 2021

Today, Frameplay is proud to be highlighted in InMobi’s announcement of its launch of “In-Game Advertising to Global Brands and Agencies” as the “World’s Leading Mobile In-App Exchange First to Offer Access to High-Performing Traffic from All of the World’s Leading In-Game Advertising Platforms.”

“In-game advertising is uniquely effective because it allows advertisers to interact with their consumers in a highly intuitive way,” said Kunal Nagpal, SVP and GM, Publisher Platforms and Exchange at InMobi. “In-game advertising is one of these new frontiers that allow advertisers to interact with their consumers in a highly intuitive way. InMobi’s technology and unmatched mobile in-app expertise our global advertisers to access the highly engaged and diverse mobile gaming audience in a medium that is becoming increasingly relevant.”

Frameplay’s SDK enables game developers to maintain their creative vision while integrating ‘Ad Space’ objects into their game worlds. Frameplay’s game development partners produce the highest quality video games in the world. Delivering the right brand experience in the game is to do so without disrupting the game. InMobi has collaborated uniquely to support Frameplay’s proprietary programmatic intrinsic in-game ad serving capability.

“We value our partnership with InMobi as they share our vision to deliver high-quality intrinsic in-game advertising without disrupting the game. We especially appreciate their ability and willingness to support Frameplay’s proprietary programmatic intrinsic in-game ad-serving capability, which requires a unique approach to programmatic to get this right,” said Jonathon Troughton CEO and Co-Founder of Frameplay.

What makes Frameplay unique to the rest of the in-game advertising platforms is their  approach to delivering the highest quality experience to the gamers.This intrinsic in-game inventory is exclusive to Frameplay’s offering, and is not represented by any other publisher or ad technology partner. Frameplay’s higher standards requires approaching programmatic differently than any other company in the following ways:

Programmatic Guaranteed Only – Frameplay believes the current RTB specifications were written to support only browser- and application-based experiences and do not support higher-quality experiences. Frameplay’s intrinsic in-game SDK works specifically with the game engines themselves to deliver the ads seamlessly inside of high-quality gaming experiences without disrupting the games or breaking the ads shown.  

Cookieless Measurement – Measurement intrinsically in-game is cookieless by design.This future-forward capability requires alignment with ad tech partners to ensure measurement can be tracked using methods bespoke to both the game and the game engine environments. 

Creative Quality – Frameplay is leading the industry with a requirement for higher quality creative. The reason the creative needs to be higher quality is to ensure it can span mobile, PC, and console high-resolution screen experiences. When putting lower quality ads in high-quality games, the experience will be poor. Frameplay’s position is to produce premium experiences with high-quality creative. 

Frameplay is working with the IAB US and IAB UK, along with other ad technology partner leaders like InMobi to embrace an evolved, innovative specification in order to produce the highest quality, most premium experiences unique to Frameplay’s partners and their respective games.   

About Frameplay

Frameplay is a global in-game advertising leader headquartered in San Francisco, California with worldwide offices and teams supporting NA, EMEA, LATAM, and APAC. Frameplay enables game developers to easily place impactful advertising intrinsically within video game environments without disrupting the gameplay performance or experience. The result is amplified brand exposure for advertisers, additional revenue for developers, and an enjoyable, uninterrupted experience for gamers. For more information, visit

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