Bidstack, an in-game advertising (IGA) platform, announced that it plans to review a change to its business strategy given the success of its direct sales efforts in North America and Japan.

The firm will be reviewing and renegotiating its reseller arrangements with developers, game publishers, adTech firms, and media companies in all markets. It also stated that it is considering several options for its business model, including entering into licensing arrangements for its proprietary technology

The firm also stated that given its early success in North America it plans to accelerate its focus on the US, which is led by a 9-member team, where it targets its US operations to yield an annual revenue of USD 100 million or more within the next three years.  

Analyst QuickTake: Bidstack’s planned shift in business strategy is in line with the plans it had outlined in its 2021 annual report of providing a technology-only SaaS licensing deal. Since then the firm went on to make its first white-label deal in July 2022 to expand its IGA platform to the Asia-Pacific. Its US expansion builds on the recent key hires it had made in order to promote its complete product offerings in the US.