In-game ad platform Bidstack Group plc has announced a collaboration with The Trade Desk, to bolster its programmatic offering for in-game advertising. Bidstack’s inventory has been trading programmatically since 2018, and the company has several multi-year, exclusive deals already in place with leading game publishers such as Codemasters and Sports Interactive. The partnership with The Trade Desk will make this inventory more widely available.

The Trade Desk’s demand-side platform enables ad buyers to create, manage, and optimize campaigns, and deliver them across display, video, audio and native ad formats to mobiles, PCs and connected TVs.

The gaming audience is arguably one of the most diverse audience across any industry, with gamers’ age ranging between 6-64. According to figures from Fullscreen media, it’s an audience that has twice as much discretionary income as non gamers.

“We’re delighted to have forged this agreement with The Trade Desk, a multi-billion dollar, California-based, public advertising company, who provide one of the world’s Top 10 DSPs,” said. “We are big fans of what Jeff Green and his team have achieved and we look forward to working closely with them going forward.”