emarketer

While advertisers’ interest in gaming may be growing, their spending commitments seem stuck on pause, judging by Tuesday’s IAB PlayFronts event.

Why should establishing consumer trust be a differentiator – and wouldn’t it be great if that was just every company’s MO?

DoubleVerify adds Rockerbox to its attribution stack; Taboola courts performance marketers with a new ad platform; and the end of the MLB/ESPN deal spells opportunity for sports streamers.

Why the agency pivot to alternative payment models is good for M&A; Zeta Global responds to a short-seller’s explosive claims; and X sees a mass exodus after the election.

To court new programmatic buyers, SoundCloud is now selling its display and video ads via open auction and private marketplace deals that combine multiple types of inventory.

Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.

In today’s newsletter: Ampla suspends loans to DTC brands, putting their ad budgets at risk; why Sony is investing in IP rather than a streaming platform; and Netflix will move on from Microsoft in favor of in-house ad tech by 2025.

Retail media is due for a reality check, according to Max Willens of eMarketer/Insider Intelligence. Willens spoke at the Programmatic I/O conference.

Enthusiasm about video games is surging, but marketing budgets have yet to catch up to the hype. Gaming ad spend is growing, but at a slower rate than other emerging channels.

Retail media may still be a nascent industry, but it is quickly becoming integral to retailers’ advertising strategies. And, as traditional advertisers like Sainsbury’s or Tesco join the retail media space, there are issues and questions the market must urgently address.