gaming

HUMAN plans to build a deterministic ID from its tracking of more than 20 trillion digital signals per week across 3 billion devices, which will aid attribution for ecommerce.

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

In today’s newsletter: P&G boosts paid media budgets by 14%; why lower subscription prices aren’t enough to sustain the current rate of ad-supported streaming signups; and news publishers follow the NYT’s lead by using games to retain visitors.

The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. But ad spend in games still lags behind audience engagement.

State Farm has spent tens of billions of dollars on TV advertising and brand marketing. But programmatic media buying also has a big role to play in helping nurture leads, says Alyson Griffin, State Farm’s head of marketing.

The mobile web version of Wordle now features interstitial video and display ads that will run after a user clicks “Play” and before the game loads on their screen. The move is part of a broader initiative to expand ad offerings across the company’s portfolio.

The company’s immediate plans for reinvesting its new capital include hiring more executive leadership to spearhead sales and partnerships, growing its engineering team and expanding its presence in the US and Japan.

Data privacy. Clean rooms. Measurement. Gaming. M&A. Which trends deserved the hype – and which ones didn’t – in 2022? We dig into some of the biggest topics of the year

While brands want to be active in video games, on influencer-driven streaming video platforms like Twitch and in metaverse-like online games like Roblox, it can be hard for marketers to measure ROI in these spaces. However, for Invisalign, like with other early-adopter brands, the opportunity in new gaming and metaverse channels has more to do with driving awareness than increasing incremental sales.

The IAB, in collaboration with the IAB Tech Lab and the Media Rating Council (MRC), released its first update to in-game ad measurement standards since 2009. The new standards reexamine the metrics for counting a valid in-game ad impression and add criteria for measuring ad placements in 3D and virtual environments. They also define in-game measurement terms in alignment with cross-channel measurement efforts.