Bidstack’s platform shown to be performing ‘better’ than industry benchmark
(BIDS ) said verified general invalid traffic ("GIVT") figures from a UK campaign featured in Football Manager 21 have highlighted the success of its in-game ad platform.
Bidstack told investors that the measurements verify its in-game advertising platform “as a reliable in-game advertising channel for brands to engage global gaming audiences.”
The beta measurements were taken as the first results from Bidstack’s collaboration with Moat by Oracle ("Moat") with the campaign run by Dentsu's specialist division, DGame, on behalf of an unnamed leading global financial institution in January and February 2021.
Moat's initial analysis of Bidstack's PC inventory in contrast to its own global 3Q20 display benchmarks suggests Bidstack's PC GIVT is now performing ~3.5x better than the industry benchmark of 2.9% GIVT, with over 99% observed impressions verified as GIVT free.
GIVT is a key component under the industry umbrella term of ad fraud, which stems from invalid, malicious or fraudulent activity that generates illegitimate ad impressions.
According to a report by market researcher, eMarketer, titled "Global Digital Ad Spending Update Q2 2020", worldwide digital advertising spend is expected to reach $526 billion by 2024, ‘making the fight against ad fraud more important than ever,’ Bidstack noted.
"It is vital for brands to be able to verify whether their ads are being delivered to a real person when running in-game advertising. Moat by Oracle is excited to work with Bidstack to give brands the confidence to invest in in-game advertising on a global scale," said Mark Kopera, head of product for Moat by Oracle.
Bidstack said the results mark ‘another milestone’ in the company’s commitment to create a ‘trustworthy in-game platform for brands, advertisers and game developers’ which follows the acquisition of cybersecurity business Pubguard in 2019 as an independent subsidiary.
"We are very impressed with Bidstack as a trustworthy in-game media channel for our clients, and having their numbers validated is further proof that they're ready to unlock the potential of the gaming audience for advertisers," said Luke Aldridge, Client Partner at Dentsu's DGame.
“At Bidstack our number one priority is ensuring the integrity, purity and safety of the gaming experience to both brands and game developers,” said James Draper, CEO of Bistack.
He added, “We are delighted that Dentsu's DGame found reassurance in the data provided by Moat by Oracle and look forward to continuing to create amazing in-game advertising campaigns with the boldest global brands.”
Shares in Bidstack have increased by nearly 35% in value since the beginning of December 2020 from 5.25p with shares trading 13.57% higher at 7.95p this morning following the news.
Reasons to Follow
Bidstack is an advertising technology firm which provides ‘dynamic, targeted and automated’ native in-game advertising for the global video games industry across multiple platforms.
Back in September 2020, Bidstack signed an exclusive partnership agreement with Ubisoft, a leading video game cfirm, to deliver native in-game advertising for video game, Hyper Scape.
The partnership followed Bidstack's strategy to focus on working with leading video games developers and publishers to incorporate its proprietary technology into their games.
In December 2020, the Group outlined to investors in a trading update that it was ‘on track’ to exceed market expectations in respect of revenues for the year ending 31 December 2020.
The native in-game advertising platform said it has experienced ‘significantly increased demand’ from advertisers in the second half of 2020. The company informed investors that it has been ‘working hard’ on both the demand and supply side strategies of its business.
On the supply side, Bistack said it continued to work closely with several global international ad agencies and brands. It added that it is now receiving advertising briefs evolving from test spend to being "on plan" ‘as the desire to reach the attractive video gaming audience grows.’
Its supply-side strategy continues to focus on working with a number of the world's largest video games developers and publishers to incorporate Bidstack’s technology into their games.
In addition, Bidstack said it is considering a number of new commercial opportunities “where its technical offering and insight may be of interest to some global technology led companies.”
Draper said, “We are at the beginning of a new industry, where brands will continue to explore and invest in ways to activate and protect their IP in and around interactive entertainment."
Financially, the group posted revenues for 1H20 of £0.3m up from £0.03m for the period ended 30 June 2019 with £5.9m of cash after an oversubscribed £5.7m equity raise in June.
Bidstack said the proceeds leave it in ‘a healthy cash position’ to pursue its business plans, which clearly include working exclusively with Ubisosft on HyperScape.
The Company said it intends to make a further announcement with ‘a more detailed update’ on the Group's performance for the year ending 31 December 2020 in early 2021.
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