Unity Software Partners with Optable to Launch Privacy-First Audience Hub.

Unity Software Inc (U) has partnered with Optable to launch the Audience Hub, a platform enabling brand marketers to create custom audiences of gamers in a privacy-first manner. The platform leverages Optable's identity management and data collaboration capabilities to enhance Unity's reach and insights into the gaming audience. The initiative aims to unlock the full potential of Unity's extensive gamer base, which includes 3 billion gamers.

Unity Software Inc. (U) has partnered with Optable to launch the Audience Hub, a platform designed to enable brand marketers to create custom audiences of gamers in a privacy-first manner. The Audience Hub leverages Optable's identity management and data collaboration capabilities to enhance Unity's reach and insights into the gaming audience. The initiative aims to unlock the full potential of Unity's extensive gamer base, which includes 3 billion gamers [2].

The Audience Hub combines federated, privacy-first insights from Unity’s ads ecosystem with trusted third-party data sources to deliver curated, high-intent audiences to brand marketers. This approach optimizes for combined audience intelligence without compromising data privacy. In initial beta testing, brands have experienced a 102.6% increase in click-through-rate and a 103.6% uplift in engagement overall, demonstrating the power of the Audience Hub in reaching highly relevant audiences and matching them with media inventory [1].

The platform is powered by Optable and is launching with Experian as an initial third-party data partner. Marketers can build custom audiences and then activate those audiences within Unity’s mobile app and game inventory, and beyond on channels like CTV, through a partnership with Roku [1].

Pete Basgen, Global Gaming & Esports Lead at Wavemaker, a WPP Media Brand, commented, “Leveraging the Unity Audience Hub allows us to unlock valuable gaming insights and activation opportunities for our clients.” Crystal Jacques, Vice President of Enterprise Partnerships at Experian, added, “Experian’s 2,400+ audiences help brands precisely identify and engage the high-value gaming audiences that power Unity’s ecosystem” [1].

Lindsay Pullins, Director, Head of Business Development & Partnerships, Commerce and Performance at Roku, expressed excitement about the partnership, stating, “Gaming now commands a large share of consumer time and attention, and Unity understands these audiences. Unity marketers can reach more relevant streamers on Roku, the #1 TV streaming platform in the U.S.*” [1].

Alex Blum, COO at Unity, stated, “With the Unity Audience Hub we're significantly expanding our offering for programmatic advertisers, giving them a powerful, privacy-first way to understand and reach their audiences like never before. By combining curated audience insights with enriched targeting, omnichannel reach, and partnerships with industry leaders like Roku and Experian, we're making it easier for brands to maximize performance and drive measurable results across mobile, web, and CTV” [1].

The Unity Audience Hub is now available to marketers in the U.S. and Canada, with global access coming soon [1].

References:
[1] https://unity.com/news/unity-audience-hub-doubles-engagement-brand-campaigns-mobile-and-ctv
[2] https://www.stocktitan.net/news/U/unity-selects-optable-to-power-new-audience-hub-unlocking-smarter-6y6ta4c7mgy6.html