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IronSource launches 'world's first' gaming AR ads

Tyrone Stewart

IronSource AR adIn-app video advertising platform IronSource has launched the ‘world’s first’ AR ads for games, after harnessing the power of Apple’s ARKit to develop the ads while it was still in beta.

The ads are designed and produced entirely in-house by IronSource’s Playworks studio, which is focuses on the creation of playable and interactive ads designed around 3D assets from the game itself.

“For mobile AAA games which are often 3D and filled with special effects, AR ads finally offer a format that can evoke the true nature and experience of the game in an ad experience. Couple that with the large scale supply enabled by our direct relationships with thousands of game publishers using our ad network, and the potential opportunity for massive game advertisers is huge,” said Dan Greenberg, Chief Design Officer at ironSource.

“Ultimately, amazing creative experiences are not enough to guarantee campaign results. You need to be able to access large volumes of relevant users, and to live close enough to the data to iterate and optimize. As the first ad network offering AR ads, that’s something we’re able to offer mobile AAA games looking to grow their market share by leveraging this new format.”

The AR ads superimpose in-game characters and scenarios from the advertised game into the user’s real-world environment. The ads can run on both iOS and Android in-app traffic within rewarded, video, and display placements.