Accurately Visualizing In-Game Ad Performance — Ad-Virtua Begins Integration with Mobile Measurement Platform "Adjust"

2026/07/17

Press Release

Ad-Virtua Inc. (Kita-ku, Tokyo; Representative Director: Seitaro Mizuno) has begun an integration between its in-game advertising platform "Ad-Virtua" and "Adjust," the app measurement platform provided by Adjust GmbH (Head office: Berlin, Germany; CEO: Andrey Kazakov; General Manager, Japan: Naoki Sassa).

With this integration, advertisers can accurately measure the behavior of users who have seen in-game ads and quantitatively grasp the return on their advertising investment.

Background: Removing the "measurement wall" in in-game advertising

As ad avoidance advances, especially among younger audiences, games are drawing attention as a touchpoint where brands reach people naturally. However, in-game advertising has traditionally faced the challenge that post-exposure behavioral data is hard to obtain.

Through this integration with Adjust, behavior such as:

Ad exposure → site visit → purchase
Ad exposure → account registration
Ad exposure → app install

can now be measured accurately, supported by measurement using technical identifiers such as IP addresses.

What the Integration Makes Possible

Adjust is a mobile measurement platform adopted by apps worldwide, offering ad performance measurement, deep linking, and fraud prevention features.

The integration with Ad-Virtua enables the following:

Understanding in-game ad performance "in numbers"
- Measure site traffic, purchases, registrations, and app installs after ad exposure
- Compare results campaign by campaign
Comparing performance by creative
- Clearly analyze which ad delivered the best results
- Use the findings to optimize in-game placement and expression
ROAS optimization (more sophisticated investment decisions)
- Concentrate budget on high-performing titles and creatives
- Run advertising without waste

About Ad-Virtua

Ad-Virtua is an in-game advertising platform that realizes "advertising that isn't disliked" by displaying ads naturally without breaking the world of the game. Adoption is growing mainly among companies that prioritize reaching younger audiences, including food manufacturers, sports organizations, and game companies.

About Adjust

Adjust measures the app install impact of a wide range of campaigns — from digital advertising and connected TV (CTV) to broadcast TV and QR codes — and provides the environment to analyze them, earning the trust of marketers worldwide who aim to grow their apps. Adjust works with customers at every stage of app marketing, from fast-growing tech companies to brick-and-mortar businesses launching their first app. The visibility and insight from Adjust's powerful measurement and analytics solutions help marketers achieve better results.

Adjust is part of the AppLovin (NASDAQ: APP) group.

Outlook

To maximize advertiser results, Ad-Virtua plans the following feature expansions:

Cross-title performance comparison (supporting decisions on which titles to buy)
Enhanced advertiser dashboard (visualizing results in real time)
Stronger integration with in-game behavioral data (analysis of brand recall and attitude change)