Draft:Playwire
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Playwire is a global digital advertising technology company headquartered in Boca Raton, Florida. Founded in 2007, Playwire provides a comprehensive revenue amplification platform called RAMP (Revenue Amplification Management Platform) for web and app publishers, content creators, and developers.
History
Playwire was founded in 2007 by Jayson Dubin, originally under the name "e-Game Logic". Within a month of its founding, the company name was changed to "Intergi".[citation needed]
Dubin was the first to manage all website inventory exclusively and created the category of a "sales house" when ad networks were all the rage.[citation needed]
Key milestones in Playwire's history include:
- 2007: The company was founded as e-Game Logic, renamed to Intergi; formed a partnership with a division of SONY
- 2009: Secured an exclusive ad representation deal with Microsoft's Massive Inc. for World of Warcraft, significantly boosting revenue and growth; formed a partnership with Ubisoft
-2011: Launched online video advertising for small businesses
-2013: Ranked #1 by Comscore as the top digital outlet for reaching video game and entertainment enthusiasts online[citation needed]
- 2014: Rebranded from Intergi to Playwire, reflecting the company's expansion of its services to content outside the gaming vertical; Launched "Trendi" video product, creating 10-15 original videos per vertical each week;
-2015: Became the first company to incorporate video header bidding, increasing transparent competition among multiple SSPs in a unified auction[citation needed]
- 2016: Formed partnership with Overwolf; launched Playwire Media Kid’s Club, the largest COPPA-compliant online destination; partnership with Gamestop
- 2017: Partnered with Crunchyroll to exclusively represent advertising inventory in Australia, New Zealand, and Latin America; Partnered with OrangeGames to represent their gaming properties in Australia, increasing Playwire's reach in the region by nearly 50%; Unified display and video businesses and technologies, effectively creating what would become RAMP Platform[citation needed]
- 2018: Expanded Crunchyroll partnership to include the UK market; CEO, Jayson Dubin, named EY Entrepreneur of the Year Florida finalist; Joined forces with Sandbox Networks Inc., becoming the largest COPPA-compliant digital group online
- 2019: Acquired by FreakOut Holdings (Japan) as majority owner, continuing to operate independently; Acquired exclusive rights to represent Miniclip's digital web advertising inventory in the US, Canada, UK, Australia and New Zealand; Partnered with Unikrn, entering live esports tournament advertising; CEO, Jayson Dubin, wins the EY Entrepreneur of the Year Award for Florida
- 2020: Named a Programmatic Power Player by AdExchanger; Joined BBB National Programs as a National Partner, collaborating with the Children's Advertising Review Unit (CARU); Playwire's Consent Management Platform is listed on IAB Europe's Transparency and Consent Framework; Announced partnership with Corus Entertainment to launch an e-gaming network in Canada; Recognized with the Digiday Technology Award for Best Monetization Platform for Publishers; acquired exclusive advertising rights for OMEN Oasis, HP's new social gaming platform, and partnered with MediaCom, Alienware, and Overwolf to host the 2021 Alienware Games esports tournament
- 2021: Named a Google Certified Publishing Partner (GCPP); Partnered with Outfit7, further expanding into the kids’ advertising space; Joined forces with Checkmate Gaming to enter esports advertising; partnered with mobile gaming giant Outfit7, creator of Talking Tom & Friends, and acquired exclusive ad representation rights for Miniclip in the US, Canada, UK, Australia, and New Zealand.
- 2022: Acquired exclusive advertising rights of OMEN Oasis, HP's new social gaming platform; Partnered with MediaCom, Alienware, and Overwolf to host the 2021 Alienware Games esports tournament; Won the DEI Google Certified Publishing Partner Award for its customized DE&I (Diversity, Equity, & Inclusion) campaign product for advertisers; Won the 2022 Best Diversity Awareness Campaign Award at the Cynopsis Best of the Best & Rising Star Awards in collaboration with Publicis Media, the Once & For All Coalition, and Nielsen
- 2023: Became an inaugural member of the new Roblox Partner Program; Launched "Nerf Extraction" Roblox experience with Hasbro, Suit Up Games, and EssenceMediacom; Won the Digiday Technology Award for Best Monetization Platform for Publishers for the second time; Won the Tempest Award for Best In-Game Brand Activation category for its Kraft Heinz unchables “Lunchabuild This” campaign in Roblox; Won the Digiday Media Award for Best Use of Emerging Tech its Kraft Heinz Lunchables “Lunchabuild This” campaign in Roblox;
- 2024: Partnered with Enthusiast Gaming to power ad monetization across their gaming network; partnered with Jamie Oliver; partnered with National Rail
Throughout its history, Playwire has continuously innovated its platform and expanded its reach across verticals like gaming, entertainment, education, and kids' content. The company has focused on developing COPPA-compliant advertising solutions and establishing itself as a kids' digital media leader.
The RAMP® Platform
Playwire's primary offering is RAMP® (Revenue Amplification Management Platform), which consolidates the entire ad tech stack into a single platform for publishers. Key components and features of RAMP® include:
- Revenue Intelligence machine learning and AI algorithms that optimize yield on each ad impression in real-time - Data Management Platform for web and app - Header bidding for display, video, and in-app advertising - Ad quality and brand safety tools - Audience solutions for consent management (IAB-certified CMP) and identity - Unique ad formats like high-impact custom video, gamified units, and rewarded video - Robust analytics and reporting - Direct sales support through Playwire's global team and premium advertiser relationships - Creative services for engaging, high-impact ad campaigns
Playwire's multidisciplinary team of experts in yield optimization, ad operations, engineering, and partner success continuously optimizes the platform and provides guidance and support to publishers.
Industry Involvement and Certifications
Playwire is actively involved in several key industry organizations and maintains important certifications related to online advertising standards and privacy:
- IAB Europe Approved Consent Management Platform (CMP) since 2020 - Google Certified Publishing Partner since 2021 - Verified by TAG, Trustworthy Accountability Group, since 2020 - Oracle Moat Analytics Certified Partner - kidSAFE+ Certified - Prebid member since 2020
Awards and Recognition
Playwire and its leadership team have been recognized with numerous industry accolades:
- Digiday Technology Awards:
- Best Monetization Platform for Publishers (2020, 2023) - Best Sell-Side Programmatic Platform (2022)
- Digiday Media Awards:
- Best Use of Emerging Tech (2023)
- Tempest Awards:
- Best In-Game Brand Activation (2023)
- AdExchanger Programmatic Power Player (2020, 2021) - EY Entrepreneur of the Year:
- Jayson Dubin named Florida finalist (2018) - Jayson Dubin named Florida winner (2019)
- Cynopsis Model D Award for Outstanding Ad Tech Platform (2022) - Vlogbox's Best Video Ad Monetization Platform (2023) - DEI Google Certified Publishing Partner Award (2022) - Cynopsis Best of the Best & Rising Star Awards
- Best Diversity Awareness Campaign (2022)
Technology Partnerships
Playwire has formed partnerships with leading advertising and media technology companies to expand its platform capabilities:
- AppNexus (now part of Xandr) - Integrated PreBid Video header bidding solution into Playwire's video player (2019) - Google - Became a Google Certified Publishing Partner and Video Technology Partner (2020-2021) - LiveRamp - Expanded partnership to bring publishers Google Display & Video 360's PAIR (Publisher Advertiser Identity Reconciliation) solution (2023)
Community Involvement
Playwire is committed to giving back to the community through its Playwire Cares initiatives. The company and its employees regularly donate to Toys for Tots, Touch A Heart Foundation, Boca Helping Hands, and Place of Hope.
Playwire team members also participate in charitable events and volunteer for beach and park clean-up efforts in partnership with the Ocean Blue Project and Partnerships for Parks.
Industries Served
Playwire has developed tailored advertising solutions and expertise across a wide range of digital publishing verticals:
Gaming and Esports
With a strong legacy in the gaming industry, Playwire offers specialized monetization solutions for web, mobile, and in-game environments. The company has exclusive partnerships with major gaming publishers and properties like Miniclip, Unikrn, and Misfits Gaming Group. Playwire also provides in-game advertising opportunities in popular titles like Fortnite, Minecraft, and Call of Duty.
Entertainment and Streaming
Playwire helps entertainment and streaming platforms maximize advertising revenue while maintaining a premium user experience. The company has partnered with industry leaders like Crunchyroll and Outfit7 (creator of Talking Tom & Friends) to monetize across desktop, mobile, and connected TV devices.
Education and Kids' Content
As a COPPA-compliant and kidSAFE+ certified advertising provider, Playwire specializes in monetizing educational and kids' content safely and responsibly. The company is the largest COPPA-compliant ad platform, working with publishers like Sandbox Networks, Coolmath Games, and Poptropica.
Sports and Lifestyle
Playwire helps sports and lifestyle publishers engage their passionate audiences with relevant advertising experiences. The company has worked with properties like GTPlanet, the web's largest community of Gran Turismo enthusiasts.
News and Editorial
With its advanced ad technology and global direct sales team, Playwire enables news and editorial publishers to maximize revenue while preserving the integrity of their content. Android Authority, a leading global technology publication, is among Playwire's news publishing partners.
Technologies and Solutions
Playwire offers a comprehensive suite of advertising technologies and solutions through its RAMP® (Revenue Amplification Management Platform):
Revenue Intelligence
Using the power of AI and machine learning, Playwire’s proprietary Revenue Intelligence® algorithms collect thousands of data points in real time to determine the optimal combinations of yield settings to adjust. This ensures publishers receive maximized CPMs on every impression.
Header Bidding
Playwire provides advanced header bidding solutions for display, video, and in-app advertising. The company has integrated with leading header bidding platforms like AppNexus PreBid Video to help publishers maximize yield through transparent, real-time auctions.
Ad Quality and Brand Safety
Playwire's ad quality and brand safety tools protect publishers from harmful or inappropriate ad content.
Audience Targeting and Data Management
Playwire offers a range of audience targeting and data management solutions. The company's built-in Data Management Platform (DMP) publishers to serve advertisers better by enabling them to target their ads more effectively without infringing upon privacy.
Video Monetization
Playwire's video monetization solutions include VAST ad serving, and integration with all major video demand sources. It integrates the video player and various video ad units that can serve multiformat ad units that intelligently mix video and display ads.
Rewarded Advertising
Playwire helps publishers implement rewarded ad experiences, particularly in gaming and kids' apps. These opt-in, incentivized ad units enhance user engagement while driving incremental revenue.
COPPA Compliance
Playwire's "Kids Club" platform provides a full suite of COPPA-compliant advertising tools for publishers of children's content. The company's advanced contextual targeting and ad filtering ensure age-appropriate monetization.
Reporting and Analytics
Playwire's robust reporting and analytics tools provide publishers with detailed insights into ad performance, audience engagement, and revenue. The company's platform offers both standardized and customizable reporting options.
By combining these technologies with the expertise of its Partner Success, Yield Ops, Ad Ops, and Creative teams, Playwire delivers a full-service monetization solution tailored to each publisher's unique needs and goals.
Funding and Ownership
Playwire has undergone several funding rounds and ownership changes throughout its history:
Early Funding and Founding Team (2007)
When Jayson Dubin founded Playwire (then known as e-Game Logic) in 2007, he raised initial capital from a group of investors, including friends and family. The founding team consisted of Jayson Dubin, Steven Berger, and Jonathan Trevisani, the current VP of Ad Operations. The initial funding round was used to start the company and build out its ad network for the gaming vertical. The exact amount of this early funding has not been publicly disclosed.
Majority Acquisition by FreakOut Holdings (2018)
In 2018, Japanese company FreakOut Holdings acquired a majority stake in Playwire for an undisclosed amount. This acquisition provided Playwire with additional resources to accelerate its growth and expand its global presence. Despite the majority acquisition, Playwire continues to operate as an independent company under the leadership of Jayson Dubin.
Board of Directors
Playwire's board of directors includes experienced professionals from the digital media, advertising, and technology industries, who provide strategic guidance and support to the company:
Chris Petrovic - SVP, Corporate Development, Business Development & Licensing at Zynga; former executive at Kabam and GameStop (joined in 2018) David Jacobs - SVP, Publisher Services at AOL Networks Dale W. Strang - Former CEO and Chairman of SpinMedia Ken Greiner - Vice Chair at DGHM Bruce H. Gellar - CEO at DGHM The diverse backgrounds and expertise of Playwire's board members have been valuable assets in navigating the complex and ever-evolving landscape of digital advertising.
While Playwire has not disclosed details of any additional funding rounds, the company has experienced significant growth and expansion since its founding. This growth has been driven by a combination of strategic partnerships, innovative product development, and the support of its investors and board members.
As Playwire continues to cement its position as a leader in the ad tech industry, it remains committed to delivering value to its publishers, advertisers, and stakeholders.
References:
https://www.escapistmagazine.com/sony-intergi-join-forces-for-soe-network-advertising/
https://esportsinsider.com/2017/04/playwire-media-form-partnership-overwolf-piece-esports-pie
https://kidscreen.com/2018/05/14/playwire-set-to-rep-sandbox-properties/
https://esportsinsider.com/2018/04/kings-guard-gaming-unikrn-playwire
https://www.adexchanger.com/go/2021-power-players/
https://www.checkmategaming.com/article/the-150-000-alienware-games-are-here-509.htm
https://www.cynopsis.com/events/best-of-the-best-and-rising-stars-2022/
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