In-Game Formats
Buying gaming ad inventory
A practical guide to buying gaming ad inventory in Australia: define the placement, compare buying paths, check availability and agree on delivery evidence.
Define the ad opportunity you need, then check which seller can supply it under your audience, device and reporting requirements. A proposal for “gaming reach” needs enough detail to identify what is being bought and how delivery will be checked.
The ACCC says developers and retailers of online and mobile games must not deceive consumers with false or misleading claims. It accepts reports about potentially misleading behaviour and may investigate or take compliance or enforcement action.
Define the buy
State the campaign dates, Australian eligibility rule, intended message and acceptable point in play. If the ad must appear inside a player’s game, a stream watched by gaming fans is a different opportunity. If the message needs a tap through to a destination, confirm that the proposed unit supports one; do not assume a virtual billboard does.
Ask each seller for the same core details:
| Proposal field | What to request |
|---|---|
| Inventory | Named games or apps, identifiers where available, and any inventory that cannot be named |
| Placement | Format, position in the experience and an example of the player’s view |
| Eligibility | Devices, Australian targeting rule, dates and restrictions used in the estimate |
| Buying terms | Seller, transaction type, quantity or estimate, creative requirements and substitution rules |
| Reporting | Counted event, available breakdowns, gaps and delivery timetable |
A game’s total players are not the impressions available in one placement under these conditions. Request a forecast for the actual brief, with its method and date.
Key Questions to Ask Before Booking Gaming Ad Inventory
- Campaign DatesConfirm start and end dates for the ad campaign.
- Australian Eligibility RuleEnsure targeting is set to include only Australian users as required by local regulations.
- Intended Message & Tap-Through RequirementClarify if the ad needs interactivity or a tap-through destination; confirm the unit supports it.
- Placement ExampleRequest a visual example of how the ad appears within gameplay on relevant devices.
- Creative Approval ProcessConfirm who approves creatives and what happens if named inventory becomes unavailable.
Choose a buying path
A publisher arrangement can help when a named title or surface matters. A network or buying platform can assemble inventory from several publishers. Either route may use a programmatic transaction, so ask what the agreement commits the seller to supply.
Name the proposed route: direct publisher arrangement, real-time bidding (RTB) in an open auction, private marketplace (PMP), preferred deal or programmatic guaranteed. RTB is an impression-level auction; a PMP is invitation-only and can use a time-sensitive deal ID. Ask who can participate, which inventory is accessible and whether the quoted amount is an estimate or commitment.
Names to investigate include Anzu, an intrinsic in-game ad solution for mobile, PC and console; Venatus, a gaming advertising company; and platform names Equativ, Bede Gaming, Mistplay, Almedia, Exponential and BYYD. Azerion is Venatus’s technology partner for its monetisation business. These names do not confirm Australian supply, a particular game or placement, or the proposed buying route; ask the seller to specify its role and available inventory.
Deal labels and terms can vary, so check the proposed contract rather than treating an estimated volume as a delivery commitment. For a PMP, match the deal ID to the written terms and the inventory being offered.
For pooled buying, ask which apps can be identified, included and excluded, how unidentified delivery will be handled, and what reporting is available by app or URL. Confirm any limits on placement-level reporting before booking.
Buying Paths for Gaming Ad Inventory in Australia
- Direct Publisher ArrangementExclusive access to named games; suitable for specific titles or surfaces. Requires direct negotiation with the game developer or publisher.
- Real-Time Bidding (RTB)Impression-level auction; open market. Fast, automated, but less control over placement and audience targeting.
- Private Marketplace (PMP)Invitation-only auction with time-sensitive deal IDs. Offers better control and exclusivity than RTB; may include preferred deals or programmatic guaranteed options.
- Preferred DealPre-negotiated terms between buyer and seller; limited inventory at a fixed rate. Not guaranteed delivery unless contractually committed.
- Programmatic GuaranteedGuaranteed inventory with fixed pricing and delivery commitment. Ideal for campaigns needing certainty of reach and placement.
Pros and Cons of Programmatic vs Direct Buying in Gaming Ads
- Programmatic (RTB/PMP)Pros: Scalable, real-time optimisation, broad inventory access. Cons: Less control over placement, risk of brand safety issues.
- Direct Publisher ArrangementPros: Exclusive access to top-tier titles, better brand alignment, higher quality placements. Cons: Slower setup, limited scalability.
Check availability and fit
Ask the seller for an availability estimate with the Australian rule, devices, placement, dates and creative requirements applied together. Request its assumptions, data date and any limitations; treat it as a planning estimate, not a delivery guarantee.
Review materially different devices separately: a mobile app unit, a PC game surface and an app viewed on a console can represent different experiences. Ask the seller to specify which device categories and environments the proposal includes, and request an example of the player view; a device category alone does not show that an ad appears inside gameplay.
Before booking, settle creative approval, what happens if named inventory becomes unavailable and whether a substitute needs approval. A replacement should be checked against the same audience, placement and reporting requirements.
Steps to Verify Availability and Fit for In-Game Ads
- Request Availability EstimateAsk for forecasted impressions based on Australian targeting, device type, placement, dates and creative requirements.
- Review Device-Specific ExperiencesDistinguish between mobile app units, PC game surfaces and console app views; request player view examples.
- Confirm Creative Approval WorkflowAgree on approval process and substitution rules if original inventory is unavailable.
- Check Reporting CapabilitiesVerify breakdowns by game, app, device, placement and creative; confirm limits on placement-level reporting.
Agree on delivery evidence
Request impressions by date, game or app, placement, device and creative where those fields can be supplied. Ask how Australian and unclassified geography, invalid traffic and unknown placements will be reported.
Clarify which delivery events are counted, what viewability evidence is available and what formats or placements those measures cover; do not assume one measurement approach applies to every gaming format. Where viewability is proposed, ask for its definition, measurement method, coverage by format and placement, and whether an independent provider supplies it.
Ask for a sample report or field schema before booking, including unavailable breakdowns and the delivery timetable. If a seller can provide only a package total, decide whether that evidence is sufficient for this buy.
In this guide
- Comparing direct game publisher deals with network buyingCompare direct publisher and network gaming ad buys on inventory control, commitment, Australian eligibility, operations and delivery evidence.
- Reviewing a gaming placement list before launchCheck game identifiers, format, device, Australian eligibility, substitutions and reporting before approving a gaming placement list.
- Checking inventory availability by deviceVerify gaming ad availability across mobile, PC and console by checking the actual placement, targeting, creative requirements and device-level forecast.
- Asking for transparent gaming campaign delivery reportsAgree on gaming campaign report fields, impression definitions, device and placement detail, unknown inventory and reconciliation before booking.
