Admix

Pioneer in programmatic in-game advertising, enabling native ad placements inside mobile and video games before merging with Landvault to pivot toward metaverse experiences

Admix, now Landvault, was a London-based startup that helped advertisers programmatically place virtual billboards inside mobile and video games.¹ Running 12 billion auctions monthly across roughly 400 titles via a free SDK that publishers could integrate into their games, Admix wove ads directly into gameplay — such as virtual billboards on soccer sidelines or posters on bus shelters — rendering them natively to account for light and shadow, and converting advertisers' existing video and banner creative into 3D objects.¹ Admix operated its own DSP and SSP, supported programmatic buying through partnerships with PubMatic, Xandr, The Trade Desk, and Google, measured viewability through a partnership with Integral Ad Science, and allowed advertisers to target campaigns based on in-game behavior such as time spent or level reached.¹ The company was also developing AI tools to capture first-party contextual data — including signals about user emotions and engagement states — and planned to use its Series B funding primarily for product development, supply relationships, and attracting large game developers to projects extending into the metaverse.¹ Admix raised a total of $37 million in funding since 2018.¹ Source 1: adexchanger.com — In-Game Ad Startup Admix Snags $25 Million Series B To ...