AppNexus will serve as the supply side platform for Gameloft Advertising Solutions’ inventory, which works with a monthly audience of 173 million unique players.

Under the partnership, Gameloft will integrate AppNexus’ supply side platform to power a wide range of sales across deals, real-time bidding and programmatic guaranteed.

This announcement comes shortly after the launch of AppNexus Publisher Suite, which uses supply side platform and monetisation tools to provide a mechanism working at all levels for digital publishers.

“We are thrilled to work with Gameloft Advertising Solutions,” said AppNexus chief executive officer Brian O’Kelley. “Gameloft’s worldwide reach, premium audience, and sophisticated targeting capabilities make them a perfect match to needs of the advertising demand partners on our platform.

O’Kelley went on to say that the partnership reinforces AppNexus’ commitment to help publishers drive mobile monetisation, as more and more advertising spend is allocated to mobile channels.

“AppNexus has a tremendous product road map and strong execution track-record matching Gameloft’s need for cutting-edge infrastructure built for global scale,” said Gameloft chief executive officer Michel Guillemot. “This partnership will allow us to simplify the purchasing process for our inventory, deliver high quality advertising campaigns with a unique level of visibility and control, and maximize revenue.

“Partnering with AppNexus is one more step in our continuous effort to bring the most advanced solutions in our programmatic strategies.”