- In-game advertising group Bidstack said Monday it had passed a 'significant' technical milestone in its development after completing its first full integration with a demand side platform.

The integration with Avocet, a demand side platform, would enable Bidstack to take bids direct and control the pricing of its advertising space, and allow advertisers to buy the company's in-game inventory, through Avocet's platform.

Bidstack said it was also in discussions with the Interactive Advertising Bureau, the trade group setting technical standards and best practices for the digital advertising industry, to 'create a recognised advertising category for native in-game advertising.' Bidstack would be sponsoring the IAB's Gaming Seminar event in November 2019.

'This is a major milestone for the business. It is testament to our technology and offering that Avocet have committed time and resource to overcome the challenges of getting our inventory into a DSP environment - a system originally designed for traditional display and mobile non-native advertising,' said James Draper, CEO.

'While there are still a number of hurdles before this development is likely to result in a material impact on revenues, I believe that getting our inventory onto an innovative DSP is a substantial achievement for our business.'

At 9:07am: [LON:BIDS] Bidstack Group Plc Ord 0.5p share price was +0.13p at 8.43p

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