Interview with Brendan Carney from Asobu

We recently caught up with Brendan Carney, the Founder and CEO of Asobu.
Brendan is a digital advertising veteran, including roles at Microsoft and Yahoo charting both the birth of programmatic and the evolution of digital ads.
We asked Brendan’s the following questions:
- Why did you set up Asobu?
- Why is now such a great time for advertisers to get involved with in-game advertising? What impact and successes have you seen?
- Do you think immersive in-game advertising will replace traditional banner ads in games? And how do you see media buying evolving for games?
- On a geographical basis, have you seen any differences in terms of adoption of in-game advertising?
- AdInMo has been part of the in-game advertising taskforce with IAB and MRC to set a new standard for in-game advertising measurement. How important is this for advertisers?
- How can in-game advertising help advertisers who are currently navigating ecosystem changes e.g. around user tracking?
- What are the main barriers or concerns advertisers may have when it comes to advertising in games e.g. brand safety? How can the industry help overcome these?
- What’s your prediction for in-game advertising in 12 months time?
Watch the full interview.
About Asobu
Asobu is an in-game advertising exchange, connecting the fragmented supply from all major tech vendors across hundreds of games with millions of gamers throughout the world. Access the maximum reach of in-game ad inventory programmatically via a single deal ID with unified reporting and optimisation.
More…
Developer Shout Out: Nextwave Multimedia
Advertising and live sports events go hand-in-hand with pitch-side billboards surrounding real-world stadiums. This makes in-game advertising a natural fit for any sports mobile games and this month has been all about the Cricket World Cup 2023 reaching its climax...
AdInMo and Kwalee take in-game ads to the next level
An innovative new integration with AdInMo powers Kwalee’s popular truck simulation game Tow N Go to drive monetization and support user acquisition across its portfolio of mobile games. We're excited to unveil a new integration with global mobile game publisher and...
Maximizing Reach and Revenue: HGC 2023
Our CEO and Co-founder, Kristan Rivers, will be speaking at HGC23 in Berlin next week. Hit Games Conference (HGC) is a popular B2B gaming event runing for two days and featuring talks and panel discussions with many of gaming's leading experts.Mobile Game Publishing:...