DeltaDNA launches SmartAds platform

UK firm DeltaDNA has launched a new service in the form of SmartAds, a new ad management system based on the firm’s player targeting tools.

SmartAds predicts the value of each ad network to each game that uses it, based on real time ad value and user levels, and automatically based ad management on this. It also uses predictive modelling of player behaviours to ensure selected ads are as relevant as possible.

Developers are also able to customise these mechanics, giving them more control over the type of ads that will appear in their game. It also enables studios to monitor their game’s entire economy, including in-app purchasing and ad-serving, in one place.

“We are truly independent and have no inventory to sell; so we are focused on giving developers clear information and tools to optimise their revenues,” said CEO Mark Robinson. “We’ve created a solution that fully respects the player experience while maximising ad revenues throughout the player lifecycle.”