Gameloft Advertising Solutions has announced a partnership with Smart AdServer, integrating the firms Smart RTB+ supply-side platform into its technology to expand the availability of its in-app mobile inventory on programmatic channels.

The new strategic partnership will mean that all of Gamelofts display and video formats can be purchase programmatically, developing its product line intended for advertisers through a large premium inventory.

Smart RTB+ is used by a number of premium publishers in France, where Smart AdServer is based, and around the world, and will enable Gameloft to offer advertisers its premium mobile inventory that includes display and video, and reaches a global audience, with over 8bn geo-targeted impressions.

“This technological partnership will allow us to take advantage of the expertise of Smart RTB+ on end-user environments in order to rapidly accelerate the growth of our programmatic activity,” said Cyril Guilleminot, France & Benelux director for Gameloft. “With programmatic, Gameloft Advertising Solutions continues its development in the world of mobile advertising.”

“We are thrilled to collaborate with the leading digital and social game publisher,” said Cyrille Geffray, CEO of Smart AdServer. “The massive global audience of Gameloft Advertising Solutions, combined with the technology of Smart AdServer, makes this collaboration a preferred asset to offer a premium and reliable inventory in popular formats to programmatic demands.

“Moreover, the convergence of our strategic challenges, whether in terms of video development or in certain territories – such as the US, where Smart AdServer now has an office employing over 15 people and where Gameloft already delivers an inventory of over 1bn impressions – has made this partnership clear.”