AdVirtua Ties With Adjust to Track In-Game Ad Conversions
The integration removes a key measurement barrier that has limited in-game advertising's appeal to performance-focused advertisers.
Reporting from 1 source: ASCII.jp.
AdVirtua, an in-game advertising platform, has integrated with mobile measurement provider Adjust. The partnership lets advertisers track user actions after ad exposure, including site visits, purchases, and app installs. The move addresses a longstanding difficulty in measuring in-game ad effectiveness, making it more comparable to other digital channels.
AdVirtua's platform places ads inside games without breaking the game world, a format that has grown in appeal as younger demographics tune out other ad channels. However, advertisers lacked a way to see what happened after a user saw an ad. By linking with Adjust, AdVirtua now sends back post-click data - site visits, purchases, app installs - using technical identifiers like IP addresses. Campaign-level and creative-level comparisons are also possible, allowing budget shifts toward high-performing titles and creatives. AdVirtua plans further upgrades including cross-title comparison and real-time dashboards.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.