Admix builds an "In-Play" advertising platform that places programmatic, non-intrusive ads inside games, e-sports, virtual reality and augmented reality environments. The company is focused on providing infrastructure to automate ad serving and enable creators to monetize real-time 3D content. Admix says its tech scales across 300+ games and hundreds of advertisers, with roughly 90% of advertisers self-onboarding over the last two years. It has signed In-Play campaigns with brands including Calvin Klein, Schuh, Movember and Sky. The team positions the product for upcoming metaverse platforms and broader Web 3.0-style real-time 3D interactions. Admix competes with firms like Bidstack, Adverty, Anzu and Frameplay but emphasizes infrastructure and automation as its differentiators. Admix builds an SDK that enables developers to place programmatic ads inside games, esports, virtual reality and augmented reality. The SDK supports Unity and Unreal and allows developers to drag and drop ad formats such as billboards, posters and 3D spaces into their games. Admix emphasizes scalability, letting advertisers bid programmatically through traditional ad-buying platforms rather than relying on an ad-agency model. The company works with more than 200 developers and runs campaigns from more than 500 advertisers each month, with past advertisers including National Geographic, Uber and State Farm. Financially, Admix announced a $7M Series A and previously raised $2.1M; the company later added $1.5M to the Series A. Founders Samuel Huber (CEO) and Joe Bachle-Morris (COO) bring backgrounds in indie game development and the ad agency world, respectively. Admix provides a monetisation platform for AR and VR developers that enables placement of non-intrusive programmatic ads inside applications. The company positions its product as an alternative to intrusive ads that are poorly adapted to immersive formats. Admix recently partnered with Oath, the parent company of Yahoo and AOL, to broaden its media and advertising reach. Founded in 2017, the company operates from offices in London and San Francisco and employs 15 people. Management plans to double headcount within the next year. The startup has just raised $2.1 million to support its growth and product deployment.

Total raised

$36M

Funding rounds

3

Latest round

Series B

Latest activity

Oct 2021