The partnership means brands and agencies will be able to reach Azerion’s audience within its own ecosystem and within the supply chain of MediaMath, an independent demand-side platform.

“Gaming represents a huge percentage of mobile device usage, with the average person spending 4.2 hours per day playing mobile games,” a statement from Azerion read. “A brand-safe, lean-in environment, consumers are often more open to engaging with advertisers, leading to higher campaign performance.

Through the partnership, MediaMath’s clients will receive access to Azerion’s gaming inventory.

“Gaming is at the heart of Azerion’s platform,” said Azerion CRO Sebastiaan Moesman. “Being able to connect brands while consumers are being entertained, not only enhances the gaming experience but enables brands to connect with a more engaged audience.

“Whether it is giving consumers’ rewards in exchange for viewing an ad or ads that are part of the gaming experience, we believe that there is a significant opportunity for brands to connect with their audiences in a more powerful way.”

The partnership also provides MediaMath’s clients with the opportunity to experience advertising within the world of gaming, with Azerion enabling brands to deliver advertising on billboards around a virtual racetrack, town or stadium.

Laurent Cordier, Chief Partnerships Officer at MediaMath, commented: “Our gaming partnership with Azerion is an example of how MediaMath is built for innovation and to support our clients in this moment and the next.

“The gaming marketplace will enable our clients to reach their audiences more effectively and deliver better results through new and existing channels, both on Azerion’s gaming inventory but also achieve scale through MediaMath’s wider transparent ecosystem.

“It is a unique programmatic opportunity for brands, especially for gaming, gambling and entertainment companies, to achieve their marketing goals.”