• by Tobi Elkin  @tobielkin, February 11, 2016

Paris-based Gameloft Advertising Solutions on Thursday said it will partner with Smart AdServer, an ad platform for real-time bidding, to expand the availability of its in-app mobile inventory on programmatic channels for display and video formats.

The deal means that Gameloft will integrate with Smart AdServer’s Smart RTB+, its native SSP.

“Gameloft has a unique reach and loyal gaming audience, with rather premium games,” Smart AdServer’s U.S. GM Romain Job told Real-Time Daily via email. "Gameloft will leverage the Smart RTB+ solution to bring premium programmatic advertising solutions to marketers, and will engage brands with unique ad formats."

This is the second major announcement involving Gameloft in two weeks.

On Feb. 4, Rubicon Project  announced a partnership with Gameloft to automate mobile advertising across the games publisher’s nearly 150 million users.