Adverty
Adverty is a Stockholm-based in-game advertising platform that invented the In-Play™ format for embedding brand ads seamlessly into mobile, VR, and AR games. It serves global brand advertisers and agencies (e.g., Red Bull, Coca-Cola, BMW, WPP, GroupM) and 300+ game developers through a patented SDK, programmatic SSP integrations, and a self-serve dashboard.
- Company typePublic
- Founded2016
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Adverty does
Adverty AB (publ) is a Stockholm-headquartered, NGM Nordic SME-listed in-game advertising platform founded in 2016 that invented and patents the In-Play™ advertising format — a method of embedding brand creatives directly into the 3D environment of mobile, VR, and AR games without disrupting gameplay. The company's core technology stack consists of a lightweight, drag-and-drop SDK that integrates across leading game engines, a self-serve advertiser and publisher dashboard with real-time campaign and revenue monitoring, the multi-patented BrainImpression™ viewability and fraud-detection system aligned with IAB and MRC standards, and the In-Play 2.0 format with clickable billboards and click-to-web functionality. Adverty distributes inventory through a hybrid go-to-market combining direct sales (evidenced by CEO and senior account manager participation at Cannes Lions, Gamescom, and Pocket Gamer Connects) with programmatic access via PubMatic (global preferred PMP since Dec 2023), the Frameplay/AdInMo combined exchange (Oct 2024), and six additional SSP integrations including Microsoft Xandr, Appstock, SIPO, Axis, ScreenCore, and BrightMountain, supplemented by exclusive regional resellers AdArabia (MENA, 550+ games) and Pushfire (DACH).
The business model is a programmatic advertising marketplace with two documented revenue-share arrangements: for company-sold campaigns, publishers receive 50% of Net Advertising Revenue (gross less taxes, commissions, technology costs, and advertiser credits); for publisher-sold campaigns, Adverty retains 25% of gross revenue as a platform fee. Adverty's primary customer segments are global brand advertisers and media agencies (cited logos include Red Bull, Coca-Cola, McDonald's, Sprite, BMW, Lenovo, ASUS, and groups such as WPP, Publicis Media, GroupM, OMD, and Dentsu) seeking access to hard-to-reach Gen Z and gaming audiences, and mobile/VR/AR game developers (300+ integrated titles including Angry Birds, Final Fantasy XV, and Dodreams' Drive Ahead!) seeking non-intrusive monetization that complements existing IAP and ad SDKs. The company operates four offices (Stockholm HQ, London, Istanbul, Lviv), holds certifications for GDPR, CCPA, and COPPA compliance, and completed a fully guaranteed ~14.4 MSEK rights issue in August 2025 with proceeds earmarked to reach profitability under a renewed strategy.
Adverty firmographics
Firmographics- Name
- Adverty
- Legal name
- Adverty AB (publ)
- Website
- https://adverty.com
- Company type
- Public
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Adverty is a Stockholm-based in-game advertising platform that invented the In-Play™ format for embedding brand ads seamlessly into mobile, VR, and AR games. It serves global brand advertisers and agencies (e.g., Red Bull, Coca-Cola, BMW, WPP, GroupM) and 300+ game developers through a patented SDK, programmatic SSP integrations, and a self-serve dashboard.
- Ownership category
- akta.pro rank
Adverty industry classification
Industry- Product category
- In-Game Advertising Platform
- NAICS
- Advertising Agencies (54181)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- In-Game Advertising & AdTech (networks, mediation, measurement) (MPAFAJAH)
- akta.pro secondary industry
- Interactive & Immersive Content Production (AR/VR/3D) (BPAFAIAL)
Keywords
Where Adverty is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices4 records
Markets served
Adverty business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Programmatic Video and Display Advertising: Adverty earns revenue by facilitating the delivery of programmatic video and display ads within mobile, VR, and AR games. Advertisers purchase impressions, clicks, or user engagements (such as app installs) depending on campaign format. Revenue is generated from the difference between what advertisers pay and the share passed to publishers.
- Publisher Revenue Share (Company Campaigns): For Company Campaigns (ads sold by Adverty), publishers receive 50% of Net Advertising Revenue. Net Advertising Revenue is defined as gross advertising revenue less taxes, commissions/discounts/referral fees, technology/transaction costs, and advertiser credits/bonus impressions.
- Platform Fee (Publisher Campaigns): For Publisher Campaigns (ads sold by publishers themselves), Adverty charges 25% of gross revenue generated as the Company's Revenue Share. Company provides reporting and attribution for paid Publisher Campaigns.
Go-to-market motion3 records
Distribution channels8 records
Marketing channels5 records
Adverty product offering
Product offeringCore offering
Adverty operates a programmatic in-game advertising marketplace that delivers its patented In-Play™ ad format inside mobile, VR, and AR games, connecting brand advertisers and agencies with game developers and publishers. The company sells both an SDK that game developers integrate into their titles and a self-serve dashboard plus PMP/SSP access through which advertisers purchase in-game inventory programmatically or directly.
Product overview
Adverty operates as a comprehensive in-game advertising platform delivering In-Play™ ads to connect brands with engaged gaming audiences at scale while enabling new revenue streams for game developers. The platform consists of the core In-Play™ advertising format (a multi-patented seamless in-game ad solution invented in 2016), the BrainImpression™ viewability measurement technology, a lightweight SDK for developers, and a self-serve advertiser dashboard. The company supports both programmatic (via SSP integrations with PubMatic, Luna Media, Microsoft Xandr, and others) and direct buying models. Adverty's In-Play 2.0 represents the latest major version featuring clickable billboard ads and programmatic VAST video support. The platform targets mobile, VR, and AR gaming environments and works with both advertisers seeking to reach gaming audiences and developers seeking to monetize their games.
Differentiator
Problem solved
Functional benefit
Brands
- In-Play™: Adverty's proprietary in-game advertising format allowing seamless, non-intrusive ad placements within mobile, VR, and AR gaming environments.
- In-Menu™
- BrainImpression™
- In-Play 2.0
Products and services
- In-Play™ Advertising Format Adverty's signature in-game advertising format that enables seamless, non-intrusive ad placements within mobile, VR and AR gaming environments. Invented in 2016 and now multi-patented in the US, it allows advertisers to integrate brand messages naturally within gameplay, ensuring non-disruptive communication with players. Used by brand advertisers and agencies (Red Bull, Coca-Cola, BMW, Lenovo, ASUS, McDonald's, Sprite) and integrated into 300+ mobile games.
- In-Play 2.0 The next-generation In-Play advertising platform featuring clickable billboard ads and enhanced interactivity without disrupting the gaming experience. Includes click-to-web functionality for mobile gaming apps and improved creative options for more engaging and dynamic campaigns. For brand advertisers and game developers/publishers.
- BrainImpression™ Viewability Technology Multi-patented proprietary ad technology that uses human brain and eye research to track in-game viewability, valid impressions and fraudulent traffic. Verified by leading industry stakeholders and 100% in line with the latest IAB and MRC measurement guidelines. Used by advertisers and agencies to validate in-game campaign quality.
- In-Play SDK for Game Developers Software development kit optimized for minimal file size enabling seamless integration of In-Play advertising into mobile, VR and AR games. Features drag-and-drop ad placement capabilities with flexible in-play ads supporting both clickable and non-clickable display or video formats. Works alongside existing ad monetization SDKs and across all leading game engines. For mobile/VR/AR game developers and publishers.
- Self-Serve Advertiser & Publisher Dashboard An online portal for advertisers and developers to manage, track, and optimize campaigns in real time. Enables audience and geo targeting with precision, contextual relevancy control, revenue and spend monitoring, and tutorials for optimization. Supports IAB standards for both video and display and offers programmatic or direct buying.
- Programmatic VAST Video for In-Play Industry-first programmatic video ad support for In-Play advertising, enabling advertisers to deliver true video advertisements within gaming environments globally. Built on IAB's Video Ad Serving Template (VAST) specification for programmatic delivery. For brand advertisers seeking video inventory inside games.
- In-Play™ Ad Network & Marketplace A comprehensive in-game advertising marketplace connecting brand advertisers with engaged gaming audiences across mobile, VR and AR platforms. Supports both programmatic buying through preferred SSP partners (PubMatic, Xandr, Luna Media, Appstock, SIPO, Axis, ScreenCore, BrightMountain) and direct buying through a self-serve dashboard. Includes 300+ integrated mobile games and reaches billions of global gamers.
Quantifiable outcome
- Revenue increased 15-30% for game developers (Lihuhu case study)
- +4 more outcomes
Companies that use Adverty
Customer profileNamed customers16 records
Segments3 records
Ideal customer profiles3 records
Adverty technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature5 records
Adverty partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core, regional and minor.
- FrameplaycoreGroundbreaking preferred partnership in US and global markets to create largest single source for In-Play advertising. Combined inventory accessible through Frameplay's newly launched exchange, offering brands unified solution to reach global gaming audiences with unrivaled access, efficiency, and scale. Represents pivotal evolution in in-game advertising standardization.
- AdInMocorePart of three-way preferred partnership with Frameplay to offer advertisers combined inventory access through Frameplay's exchange. AdInMo's immersive In-Play ad formats enable brands to reach and engage diverse player audiences, contributing to industry standardization efforts.
- Microsoft XandrregionalSSP integration as part of In-Play 2.0 launch preparations. Xandr (Microsoft) is integrated alongside other SSP partners (Appstock, SIPO, Axis, ScreenCore, BrightMountain) to offer brands broader range of purchasing alternatives for In-Play ads.
- AppstockregionalSSP partner integrated for In-Play 2.0 launch, providing additional purchasing alternative for advertisers accessing Adverty's In-Play inventory.
- SIPOregionalSSP partner integrated for In-Play 2.0 launch.
- AxisregionalSSP partner integrated for In-Play 2.0 launch.
- ScreenCoreregionalSSP partner integrated for In-Play 2.0 launch.
- BrightMountainregionalSSP partner integrated for In-Play 2.0 launch.
- AdArabiacoreExclusive sales partnership for MENA region, leveraging AdArabia's strong relationships with media agencies and buyers. Portfolio includes 550+ games reaching 17% of MENA population aged 15-55, with 40% Sports & Racing games. Average time-in-view of 12 seconds per impression. Proven success with luxury car and premium brand advertisers.
- PubMaticcorePubMatic serves as Adverty's global preferred Private Marketplace (PMP) partner. Extended partnership enables Adverty to tap into PubMatic's extensive network of advertisers. PubMatic's sophisticated sell-side targeting capabilities and header bidding infrastructure help Adverty optimize ad delivery while maximizing revenue for publishers.
- Luna MediaregionalStrategic partnership and SSP integration with Luna Media for extended In-Play advertising reach. Luna Media specializes in programmatic advertising and data-driven insights. Company ranked 5th biggest according to Pixalate's Seller's Trust Index. Provides access to in-app, web, and CTV environments.
- PushfireregionalStrategic partnership to extend In-Play advertising footprint in DACH region (Germany, Austria, Switzerland). Pushfire is one of Germany's largest marketers of digital and out-of-home media for young audiences (16-39 years). First activation with Yello for climate protection campaign targeting car racing games.
- ScutiminorListed as selection of partners on Adverty website.
- SmaatominorListed as selection of partners on Adverty website.
- InMobiminorListed as selection of partners on Adverty website.
- AdFormminorListed as selection of partners on Adverty website.
- AzerionminorListed as selection of partners on Adverty website.
- Dentsu Aegis NetworkminorListed as selection of partners on Adverty website.
- GroupMminorListed as selection of partners on Adverty website. Major media agency group.
- WPPminorListed as selection of partners on Adverty website.
- Publicis MediaminorListed as selection of partners on Adverty website.
- Omnicom GroupminorListed as selection of partners on Adverty website.
- OMDminorListed as selection of partners on Adverty website.
Scale indicators9 records
Recent moves8 records
Expansion highlights6 records
Adverty competitors and assessment
Company assessmentDirect peers
- Bidstack: Direct in-game advertising competitor focused on programmatic and intrinsic ad placements in PC, console and mobile games. Highly comparable to Adverty's In-Play™ offering; notably, Adverty hired Bidstack's former Senior Commercial Development Manager Alex Ginn to lead UK sales, evidencing direct competitive overlap.
- Anzu: Direct peer offering intrinsic in-game advertising across mobile, PC, console and Roblox environments with programmatic programmatic pipes and viewability measurement. Competes with Adverty for the same premium brand budgets and game publisher integrations.
- Frameplay: In-game advertising exchange operator and now a preferred partner of Adverty. Overlaps as both an inventory source and a competing intrinsic-ad marketplace, with Frameplay's newly launched exchange offering combined Adverty/AdInMo/Frameplay inventory — partial competitor, partial channel.
- AdInMo: In-game advertising specialist focused on non-intrusive, intrinsic ad formats within mobile games. Joined Adverty and Frameplay in the 2024 three-way preferred partnership and competes for the same intrinsic-ad budget pool as Adverty.
- Luna Media: Programmatic SSP with in-app, web and CTV inventory that is both a distribution partner for Adverty's In-Play inventory and a broader competitor in the in-app monetization space. Ranked 5th by Pixalate's Seller Trust Index.
Broad incumbents
- PubMatic: Global programmatic SSP serving as Adverty's preferred PMP partner. While not a direct in-game competitor, PubMatic operates the broader header-bidding infrastructure through which Adverty monetizes, and could vertically integrate into in-game formats over time.
- ironSource (AppLovin): Mobile adtech and game-monetization platform (now part of AppLovin) offering mediation, rewarded video, interstitial and ad network solutions to mobile game developers. Competes with Adverty for publisher-side monetization budget and offers many alternative in-game formats at much larger scale.
- Unity Technologies: Major game engine with Unity Ads and LevelPlay mediation stack reaching the majority of mobile game developers. Represents both a key distribution environment for Adverty's SDK and a potential long-term competitor as Unity expands seamless/intrinsic in-game ad formats.
- Digital Turbine: Mobile adtech specializing in app discovery, on-device media and in-app monetization for carriers and OEMs. Competes for the same brand budgets targeting mobile audiences, though its format mix is more interstitial/notification-based than Adverty's seamless In-Play.
Emerging players
- Moloco: AI-driven programmatic DSP and SSP with growing presence in mobile gaming app monetization. Competes for programmatic demand budgets and could emerge as a more direct rival to Adverty's programmatic In-Play inventory over time.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Adverty social profiles
Digital presenceAdverty compliance and trust
Trust signalCompliance4 records
Adverty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adverty leadership team
Management profileNumber of profiles
Profiles11 records
Adverty funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adverty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adverty
What does Adverty do?
Adverty operates a programmatic in-game advertising marketplace that delivers its patented In-Play™ ad format inside mobile, VR, and AR games, connecting brand advertisers and agencies with game developers and publishers. The company sells both an SDK that game developers integrate into their titles and a self-serve dashboard plus PMP/SSP access through which advertisers purchase in-game inventory programmatically or directly.
Is Adverty a public or private company?
Adverty is a public company. It is classified as public and is currently operating.
When was Adverty founded?
Adverty was founded in 2016. It employs 11 to 50 people.
Where is Adverty based?
Adverty is headquartered in Stockholm, Sweden, in the Europe region.
How does Adverty make money?
Three revenue lines are on record. Programmatic Video and Display Advertising is the primary driver. The others are publisher Revenue Share (Company Campaigns) and platform Fee (Publisher Campaigns).
Who are Adverty's main competitors?
Direct peers on record are Bidstack, Anzu, Frameplay, AdInMo and Luna Media. Broad incumbents are PubMatic, ironSource (AppLovin), Unity Technologies and Digital Turbine. Moloco is listed as an emerging player.
Does Adverty have an API?
No public API is recorded for Adverty.
What industry is Adverty in?
Adverty's product category is In-Game Advertising Platform. Its primary akta.pro industry code is MPAFAJAH, In-Game Advertising & AdTech (networks, mediation, measurement), with a secondary code of BPAFAIAL, Interactive & Immersive Content Production (AR/VR/3D). Its NAICS code is 54181 and its SIC code is 7310.