Nexxen Integrates Unity’s In-App Video Inventory to Expand Ad Reach
Event summary
- Nexxen has partnered with Unity to integrate its in-app mobile video inventory into Nexxen’s demand-side platform (DSP).
- Unity’s supply includes access to 256M+ monthly active users in the U.S., with 71% of the top 1,000 mobile games built on its engine.
- The partnership aims to provide advertisers with AI-resilient, non-cookie-dependent video scale in high-attention mobile gaming environments.
- Nexxen’s DSP and third-party DSPs will now offer seamless access to Unity’s premium mobile inventory.
The big picture
The partnership aligns with the broader industry shift toward AI-resilient, deterministic advertising solutions as traditional web identifiers decline. Mobile gaming’s high engagement levels—averaging 8.5 hours per week per user—make it a strategic priority for advertisers seeking high-attention environments. Nexxen’s move underscores the growing importance of in-app inventory in the programmatic advertising landscape.
What we're watching
- Ad Tech Resilience
- How Nexxen’s integration of Unity’s inventory will future-proof ad strategies amid declining traditional identifiers.
- Market Expansion
- Whether this partnership will drive significant adoption of in-app video advertising among brands and agencies.
- Execution Risk
- The pace at which Nexxen can scale this integration across its DSP and third-party platforms.
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