In-Game Formats
Part of Buying gaming ad inventory
Comparing direct game publisher deals with network buying
Compare direct publisher and network gaming ad buys on inventory control, commitment, Australian eligibility, operations and delivery evidence.
Compare a direct publisher arrangement with network buying against the same campaign brief. A direct deal may give more control over a named game or surface; a network may assemble suitable inventory across games.
Neither route automatically provides better Australian reach or more complete reporting.
Choose direct when a specific game or surface is essential and the publisher can confirm eligible supply and terms. Choose pooled buying when several games can meet the brief and flexible allocation between them is acceptable.
Give both routes the same request
Specify dates, the Australian eligibility rule, devices, format, creative requirements and reporting needs. Ask each seller what inventory remains once those conditions apply. A named publisher placement and an unrestricted global network total are not comparable offers.
For a named game, direct buying keeps the request tied to that publisher’s eligible inventory; it cannot draw extra supply from another game. A pool can shift supply between eligible games, but it does not by itself guarantee delivery in a particular game or surface.
| Decision | Direct publisher arrangement | Network or pooled buying |
|---|---|---|
| Inventory control | Can the game and surface be written into the agreement? | Which apps and placements can be included or excluded? |
| Eligible supply | What opportunities meet the brief in the named inventory? | What opportunities meet it across the proposed pool? |
| Operations | Who approves creative and substitutions? | Who controls targeting and changes across sellers? |
| Evidence | Can delivery be tied to the named placement? | Can the report identify each app, device and deal where required? |
Check the transaction and commitment
A publisher can sell via a manual agreement or a programmatic deal; a network can offer a private package. Ask whether inventory is reserved, offered under non-guaranteed terms or bought through an auction.
Programmatic guaranteed is a programmatic-direct deal: the publisher and advertiser agree on a fixed price and specific inventory, without an auction, and both are obliged to fulfil the agreement. A preferred deal sets terms in advance and gives the buyer priority to bid, but the buyer is not obliged to buy.
A private marketplace is an auction available by publisher invitation. Open RTB is an auction open to advertisers, where the highest bidder wins and demand determines the final cost; if a preferred deal is declined, the inventory can go to open RTB or a private marketplace.
The trade-off is control versus flexibility: a direct deal is confined to the agreed publisher inventory, while a pool can shift supply across games. Unless the agreement reserves the named placement, pooled buying does not guarantee that delivery will be in that game or surface.
The booking terms must state the actual quantity, restrictions and response to underdelivery. Confirm whether that quantity is reserved or can be substituted into another game.
If a named game is essential, specify its identifier, allowed placements and substitution rule. If several games could meet the brief, a pool may permit supply to shift, provided each addition meets the same eligibility and reporting conditions.
Google Ads, The Trade Desk and MediaMath are examples of DSPs; Google Ad Manager, Magnite and PubMatic are examples of SSPs. These are platform examples, not named game publishers or evidence that a specific game placement is available.
Key Platforms in Programmatic Advertising (Australia)
- DSPs (Demand-Side Platforms)
- Google Ads, The Trade Desk, MediaMath
- SSPs (Supply-Side Platforms)
- Google Ad Manager, Magnite, PubMatic
Compare what can be verified
Request a sample report for the proposed supply path. Ask whether it can show the required game context for each impression.
Where a seller claims authorised app supply, ask how it checks sellers. An app developer’s app-ads.txt file lists entities authorised to sell its inventory.
app-ads.txt is an IAB initiative that helps protect app inventory from ad fraud. The app developer posts the file at the root of its developer website, where exchanges, supply-side platforms, other buyers and third-party vendors can crawl it; it is not mandatory but is highly recommended, particularly when spoofing is a concern.
The file identifies authorised sellers; it does not by itself establish that an impression appeared in the required game or surface. Choose the route that can document the required context, Australian eligible supply, controls and delivery evidence under acceptable terms.
If an essential condition cannot be established, narrow the proposed buy or leave that inventory out.
