Sydney, Australia – iion, the global adtech company, has today announced new system enhancements to its self-serve gaming advertising platform immersiion. Alongside this, it has also appointed senior hire Yun Yip as its new chief commercial officer (CCO).
The enhanced immersiion platform is aimed at addressing long-standing measurement challenges in the industry. The company highlights how immersiion, unlike other platforms, is accessible to everyone, with no entry barriers.
The platform has been purpose-built for gaming, which enables advertisers and marketers to target inventory down to the ad-unit level. Partners can customise their solutions by selecting only the necessary features due to their modular design.
iion attributes its success and widespread adoption in the region to its partnerships with various agencies and supply partners, including TotallyAwesome, Anzu, GADSME and AdInMo. Furthermore, the company has technology partnerships with Amplified Intelligence for attention-based metrics, Lucid Measurement by Cint for brand lift studies, and Pixalate for weeding out ad fraud.
The new leadership, meanwhile, will see Yip overseeing the commercial strategy and operations of the company whilst also leading iion’s marketing function under the CCO role. She was a former VP at MediaMath and an IAB gaming group member
The company said its new corporate movements are a meaningful stride towards gender equality. With the gaming industry traditionally regarded as male-dominated, one of iion’s core values is to challenge the status quo, said iion Co-Founder Giuseppe Martoriello.
“Not only are we accomplishing this with our first-of-its-kind, self-serve advertising platform that connects game publishers and brands through a holistic targeting experience within all IAB-defined gaming environments, but we are taking it one step further with the diversity represented in our team. Innovation is sparked through different layers of diversity. Beyond Yun’s career experience, her passion for enabling growth through diversity will also be a critical piece not just for iion, but for the broader gaming industry,” Martoriello continued.
Co-Founder Sanjaya Molligoda also said, “The ‘typical gamer’ is changing. Research shows that the average gamer is 31 years old, and female gamers are more prevalent than ever before. At iion, we’re proud to be completely revolutionising the gaming ecosystem, debunking outdated myths whilst solving measurement and fragmentation challenges in the game advertising market simultaneously.”
Yip, herself, commented, “Whilst I fall into the category of a casual gamer these days, there is a certain perception of ‘gamers’ that I look forward to debunking. People tend to think of gamers as young, 18-year-old males. And that’s not really true. Women of all ages make up almost half of all gamers across the globe. And an increasing number of women are joining the industry just like me because of their passion for gaming.”
“I really respect iion for thoughtfully curating a team that mirrors the diversity of the gaming community and am thrilled to be a part of it,” she added.
On jumping into the new role, Yip remarked, “I can’t wait to bring my combined passion for gaming and machine learning to the role whilst also sharing how and why communicating through gaming and gametech enhances a brand’s marketing outcome and resonance.”
Founded in 2019, iion currently has offices in markets Australia, India, Indonesia, Malaysia, Netherlands, Portugal, Singapore, Turkey, United Kingdom, and the US.
