Unity (NYSE: U), the leading platform for building and developing games as well as interactive experiences, has broadly released the Ad Quality tool as a standalone and free SDK for publishers across all intermediary platforms. This once again affirms Unity’s pioneering position in supporting developers to ensure player safety while protecting brand and revenue.
Phil Suh, Senior Vice President, Advertising Revenue at Zynga, shared: “Ad Quality helps us deliver the best experience for players. It is a valuable tool that allows us to monitor and ensure that ads complement the user experience.”
According to recent survey results from Unity, ad content plays a crucial role in player retention. 44% of users stated that a poor ad experience could lead them to stop playing a mobile game; and 47% are willing to uninstall a game for this reason*. With Ad Quality, Unity has set a new standard for in-game advertising based on principles of transparency and control. Ad Quality helps developers protect player experience, drive creative effectiveness, and commercial success through high-quality and tightly controlled ad experiences.
“Player experience is the key factor to our success, where in-game ad quality plays an important role,” Yi Gong, Vice President of Growth at Tilting Point, stated. “Unity’s Ad Quality tool helps us better understand the ads being displayed in-game and ensures that the ad block list is functioning effectively, thereby providing positive experiences for players.”
By displaying user experience metrics such as ad duration, exit rates, drop-off rates, or revenue by ad type, Ad Quality provides insights into in-game advertising from over 25 ad networks, helping developers protect user experience and game integrity. Furthermore, Ad Quality will be updated with new features, including AI-supported tagging for violating content, customized analytics reports for each studio, and unified ad identifiers to optimize cross-platform tracking processes.
“We aim to support developers in taking control,” Felix Thé, Senior Vice President, Product and Technology at Unity Grow, stated. “Creating quality content that engages players requires significant effort, and thus developers need support to maintain those values. By providing the Ad Quality tool for free across all intermediary platforms, we aim to help studios protect their games and build trust without worrying about the safety or appropriateness of ads, ultimately delivering the most complete experience for players.”
To learn more about Ad Quality, please visit here.
*The survey was conducted with 2,200 participants in the U.S. in July 2025. Source: Unity, “Ad Experience Customer Survey,” July 2025.
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Unity [NYSE: U] provides a comprehensive toolset for creating, marketing, and developing games and interactive experiences across all platforms, including mobile, desktop, console, and augmented reality technology. For more information, please visit Unity.com
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