Index Marketplaces now provides access to Unity’s mobile gaming inventory and first-party data, delivering first‑to‑market cross‑channel activation across mobile, streaming TV, and premium formats
Index Exchange, a globally trusted independent supply‑side platform powering intelligent decisioning, today announced a partnership with Unity, the world’s leading game engine. For the first time, Unity’s proprietary gamer audiences are available for curation via Index Marketplaces, giving marketers access to consumers in the state of play across 2.9 billion monthly active users globally and setting a new industry benchmark for cross-screen audience activation.
Gaming is now a daily habit for billions of consumers, with mobile as one of the most immersive and attention-rich environments. Unity brings unparalleled scale and quality to this ecosystem, with 71% of the top 1,000 mobile games built on its platform. By integrating with Index, Unity enables marketers to access premium in‑app gaming inventory and curated audiences powered by Unity’s proprietary data, all within a streamlined programmatic workflow.
For the first time, marketers can extend Unity’s gaming audiences beyond mobile, activating them across streaming TV and other premium inventory available through Index Marketplaces. This enables brands to drive full‑funnel performance across screens using gaming‑derived insights.
“In today’s environment, everyone is a gamer. The old idea of a narrow, ‘legacy’ audience just doesn’t hold up anymore. Our partnership with Index Exchange lets brands and agencies reach consumers in a state of play across mobile, streaming TV, and beyond. It’s a first-to-market opportunity we’re extremely excited to bring to life with the Index team,” said Chris Feo, SVP of Programmatic at Unity.
Key pillars of this partnership include:
- Gaming Audiences Across Every Major Screen: Unity first-party data can now be activated beyond Unity inventory, reaching audiences across mobile, streaming TV, and premium environments.
- High-Intent Audiences Powered by Precision Data: Unity’s first-party data can now be used to reach high-intent gaming audiences with greater precision and addressability curated with streaming TV and other premium inventory sources.
- Scaled, Brand-Safe Gaming Inventory: Mobile in-app gaming inventory can now be accessed across genres and publishers, from AAA titles to independent developers, in a privacy-aware, trusted environment.
- High-Impact Ad Formats: Immersive formats now include full-screen video, playable ads, shoppable units, and dynamic creatives to drive measurable outcomes.
- Unlock New Demand for Gaming Publishers: Game developers can now access diversified brand and agency demand through Index Exchange, supporting sustainable revenue growth.
By connecting Unity’s data and mobile gaming supply with Index’s open, interoperable platform, brands gain ecosystem‑wide access without being locked into a single solution.
“Gaming has become the heartbeat of consumer attention, and marketers deserve frictionless access to this momentum,” said Alex Gardner, Chief Revenue Officer at Index Exchange. “Our partnership with Unity brings their unmatched mobile inventory and data directly into Index Marketplaces, creating a new and innovative path for brands to activate gaming audiences across every major screen.”
This integration forms the foundation for future innovation at the intersection of gaming, data, and cross‑screen activation.
