LONDON (Alliance News) - In-game advertising firm Bidstack Group PLC said Monday it had achieved a "significant milestone" after having gone live with its first full integration into a demand-side advertising platform.
Bidstack explained its advertising inventory - which allows advertisers to place marketing live within computer games - is now fully integrated into the demand-side platform of Avocet Systems Ltd.
Demand-side platforms are an automated means by which to buy targeted advertising across a range of publisher sites.
No financial details on the deal were disclosed.
"This is a major milestone for the business. It is testament to our technology and offering that Avocet have committed time and resource to overcome the challenges of getting our inventory into a DSP environment - a system originally designed for traditional display and mobile non-native advertising," Bidstack Chief Executive Officer James Draper said.
"I'm delighted that advertisers can now buy Bidstack's in-game inventory, through Avocet's platform," Draper added.
"While there are still a number of hurdles before this development is likely to result in a material impact on revenues, I believe that getting our inventory onto an innovative DSP is a substantial achievement for our business," Draper continued.
Bidstack also added it was "in discussions" with the trade group Interactive Advertising Bureau about creating a recognised advertising category for native in-game advertising.
Shares in Bidstack were 4.2% lower at 7.95 pence on Monday.
