Miniclip推出新广告网络AdSurge，借助腾讯AI与Easybrain数据
AdSurge is the new ad network built by Miniclip with help from Tencent AI and Easybrain data
腾讯旗下的Miniclip正式推出新移动广告平台AdSurge，覆盖用户获取与广告变现，初期主攻应用内广告变现为主的游戏。该平台依托收购Easybrain带来的游戏规模与腾讯广告生态的AI技术，但算法基于自有流量从零构建，以独立公司运营并严格隔离伙伴数据。目前AdSurge在Miniclip自有组合中取得低个位数广告变现份额并带来双位数利润，后续将扩展至内购与混合变现游戏。
Tencent-owned Miniclip has launched AdSurge, a new mobile advertising platform.
The network covers both user acquisition and ad monetisation, and will initially focus on games that make most of their money from in-app advertising.
Miniclip said work on AdSurge began three years ago, and that acquisitions like Easybrain gave it the scale and range of games needed to commercialise the platform. The company said it drew on technical insights and AI expertise from Tencent’s advertising ecosystem, but built AdSurge’s algorithms from scratch around its own global traffic.
AdSurge operates as an independent, standalone company, and Miniclip said partner data is managed in strict isolation. AdSurge boss Paul Bugryniec said publishers are facing squeezed margins from platform fees, engine costs and rising ad network margins, and that AdSurge “was born out of the desire to reclaim some of that value.”
The company said AdSurge has captured a low single-digit share of wallet on ad monetisation across Miniclip’s own portfolio, while delivering a double-digit margin for Miniclip.
Bugryniec added: “Unlike other ad networks that prioritise network yield, AdSurge is focused on delivering results for our partners.”
Miniclip said it measures performance by ROAS, net ad monetisation yield, player experience and SDK technical performance. The firm said the next phase will extend AdSurge to games monetised through IAPs and hybrid models.
来源：Mobilegamerbiz · mobilegamer.biz