in-game ads

Roblox CEO David Baszucki said advertising “will not be material this year” during the company’s Q1 earnings call on Thursday.

Roblox’s head of immersive media Ashley McCollum explains how the online gaming giant built its ad platform with demand for programmatic video in mind. And she previews Roblox’s ambitions to grow an ecommerce platform for real-world purchases.

SuperAwesome CEO Kate O’Loughlin discusses how contextual targeting makes it less risky for brands to market to kids and teens, and whether advertiser priorities for reaching young consumers are shifting after years of metaverse hype.

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.

In today’s newsletter: Bidstack’s executive leadership buys the company back from investors; S4 Capital could be vulnerable to a hostile takeover; and Meta experiences yet another overspending glitch.

SCUTI, a rewards-based “g-commerce” platform that aims to replicate an Amazon-like online shopping experience inside of gaming apps, announced its $10 million Series A on Tuesday.

The online gaming platform announced a slate of new features for its Immersive Ads hub at its investor day on Wednesday, including video functionality and contextual and age-based targeting available on a self-serve basis.

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.

While American gamers are more open to in-game ads than many believe, any such activations must bear the hallmarks of creative and technical excellence.

Ahead of her appearance at AdExchanger’s Industry Preview on February 7, Samantha Lim, SVP of gaming strategy for Publicis Media, talks the growth of intrinsic in-game ad inventory and the next steps for in-game programmatic.