Unity has announced that its Ad Quality tool is now broadly available as a free, standalone software development kit (SDK) for all game publishers, regardless of their mediation platform. This move underscores Unity’s commitment to enhancing player safety while protecting developers’ brands and revenue streams by improving the overall quality of in-game advertisements.
The importance of high-quality ad content is highlighted by recent Unity survey data showing that 44% of players would very likely stop playing a mobile game due to a poor ad experience, and 47% would uninstall the game altogether for the same reason. To address these concerns, Unity’s Ad Quality tool provides developers with key user experience insights, tracking metrics like ad duration, escape rates, and churn or revenue attributed to each ad creative. By analyzing ad content served across more than 25 ad networks, it enables developers to maintain control over their monetization while preserving a positive player experience.
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Industry professionals praise the tool for its ability to complement games without disrupting gameplay. Phil Suh, SVP of Ad Monetization at Zynga, described Ad Quality as invaluable for gaining visibility into the ads shown within games. Yi Gong, VP of Growth at Tilting Point, emphasized its role in ensuring that blocklists are effective and that ads contribute to a positive player journey.
Looking ahead, Unity plans to enhance Ad Quality with AI-powered tagging of problematic ad content, tailored insights reporting for individual studios, and a universal creative ID to improve cross-network tracking. Felix Thé, VP of Product and Technology at Unity, noted that offering Ad Quality for free across all mediation providers returns control to developers, allowing them to protect their hard-earned player base and build trust through safe, appropriate ads.
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In essence, Unity’s Ad Quality tool sets a new industry standard for transparency and control in in-game advertising. It equips developers with powerful insights and safeguards to optimize the ad experience, reduce user churn, and maximize the creative and financial success of their games, all while fostering player trust and satisfaction.
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