In-game ad firm Frameplay teams with others — including competitors — to launch its own exchange

In-game advertising company Frameplay has launched its own ad exchange intended to simplify the gaming advertising landscape for brands and marketers.

The platform, which opened for business yesterday, Oct. 9, is meant to be a primary point of exchange for media buyers in the United States and other key markets looking to access intrinsic in-game advertising inventory.

“It is, by far, the biggest pool that you can access, in terms of users, impressions and volume,” said Frameplay president Jonathon Troughton, who declined to share specific figures regarding the platform’s scale and reach. “There is a significant distance between us and anybody else.”

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