PubMatic and Zynga Launch AI Ad Platform to Reach 200 Million Mobile Gamers
PUBM•PubMatic partnered with Zynga to give advertisers direct access to 200 million mobile gamers via its OpenWrap SDK and AI-powered AgenticOS platform, enabling commerce-driven 'Click to Cart' in-game ads. Global gaming ad spend is projected at $131B this year, while U.S. gaming ad investment rose 42% to $25B in 2025.
1. Partnership Scope
PubMatic and Zynga have formed a partnership granting PubMatic’s platform direct supply access to Zynga’s 200 million mobile gamers. The deal establishes a dedicated pathway for advertisers to reach highly engaged audiences within Zynga’s titles through agency and measurement support.
2. Technology Integration
PubMatic will integrate its OpenWrap SDK to enable rich creative formats like Click to Cart for in-game promotions, while its AgenticOS and Activate platforms offer AI-powered programmatic workflows and analytics. This tech stack aims to enhance ad performance and streamline buying across Zynga’s gaming environments.
3. Market Context and Opportunity
Global gaming ad spend is forecast to hit $131 billion this year and U.S. mobile gaming ad investment grew 42% to $25 billion in 2025, yet gaming ads account for less than 5% of total digital media spend. PubMatic’s partnership addresses this underpenetrated segment, positioning the company to capture new revenue from a growing market.
