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Video games can support intrinsic or native in-game ads, as well as ads that are delivered alongside gameplay but exist outside the game itself, like pause-menu display ads and rewarded video. Marketers can also sponsor and advertise on channels related to gaming, such as at esports events and across online streaming platforms, particularly Twitch and YouTube. And we can’t forget about the metaverse.

Why wouldn’t DSPs want to secure the best possible access to OTT inventory through programmatic while accessing the impression commitments and set pricing provided by direct deals? If DSPs want to compete with more traditional advertising platforms, they will need to do just that, writes Doug Huntington, CEO of FatTail.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. TikTok, TikTok Everywhere While other social platforms emulate TikTok’s short-form video tactics, TikTok is trying to be more like TV. (Really, it doesn’t consider itself a social media platform.) Extending the max video length to ten minutes earlier this year was one move. TikTok […]

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…   Happy July 4! This classic AdExchanger comic was originally published on June 22, 2018.

The parade of data-driven ad platform launches by companies that don’t traditionally monetize through advertising seemingly cannot be stopped. The latest example is Universal Music Group (UMG), a top music label which last week launched its data-driven ad-targeting platform called the UMusic Media Network.

Working closely with creators and influencers – can be less expensive than traditional media and can afford agencies and brands a much more targeted avenue for building trust and loyalty. How can brands get it right? Jason Chitwood, general manager of MarketerHire for Agencies, offers three recommendations to keep in mind.

Ad exchanges used to be a regular feature of the ad tech landscape. Now? You can hardly find a stand-alone ad exchange because other ad tech players (including SSPs) and ad servers rolled all the exchanges into their service suites. And consolidation is a system in which the best company doesn’t always win, writes Jayson Dubin, CEO of Playwire. Publishers can protect themselves in the midst of disruption by taking a few easy steps.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…  

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Paid Upfront NBCUniversal says this year’s upfronts was its highest-grossing since Comcast acquired the programmer in 2013.  Unsurprisingly, streaming media helped break the record. Of NBCU’s $7 billion in ad commitments, per a release, $1 billion is earmarked for its AVOD service Peacock […]

Last year, Levi’s launched an in-house machine-learning bootcamp to help employees who don’t have a formal data science background learn about AI and develop new digital skills. More than 450 people applied for just 60 spots in the program. Roughly two-thirds of the first class were women, says Katia Walsh, head of AI at Levi’s.