Advertising technology company Fyber has partnered with Japan-based messaging app LINE to make it the first platform to bring rewarded video ads to the messenger.

LINE users will now be able to earn in-app coins by watching a video provided by Fyber.

The partnership is part of Fyber's continued efforts to push into the Asia-Pacific region.

Taking the first step

"It's exciting to partner with a great company like LINE who has taken the first step in adopting ad monetisation as one of the leading publishers in the Asia-Pacific region," said Jim Schinella, Chief Business Officer of Fyber.

"Rewarded video ads are steadily becoming a staple secondary revenue stream for mobile gaming devs who have traditionally focused on just IAP."

In January 2016, Fyber acquired US ad network Heyzap in a deal worth up to $45 million. The purchase saw Fyber increase its overall reach to around 550 million active users.