Bidstack, a UK-based in-game advertising (IGA) platform, announced a partnership with UNICORN, a mobile marketing campaign solution, to expand its operations in Japan. 

UNICORN, a subsidiary of Adways Inc, is a Japan-based supply-side ad platform (SSP) specialized provider for mobile apps. The firm’s AdTech solution predicts the value of individual impressions in real-time to optimize ad campaigns and claims it records 600 billion impressions of monthly traffic. 

As a result of the partnership, UNICORN will use Bidstack’s IGA technology to deliver in-game and video ads to its users. 

Analyst QuickTake: While the firm had recently signaled a shift in its business strategy to expanding into the US market which it has earmarked as the cornerstone of its growth plans, it continues the trend of entering into new partnerships for geographic expansion beyond the UK. A case in point was its partnership with MMPWW to expand into the MENA region.