Natrian Maxwell

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.

In 2022, top players in digital advertising finally started taking gaming seriously, and the groundwork was laid for programmatic in-game advertising to grow thanks to a long overdue update to the IAB’s and MRC’s in-game ad standards. The scene is also set for in-game advertising to expand into console gaming, and we might even see the debut of the first sell-side platform dedicated to gaming.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Natrian Maxwell, ‎director of demand services at OpenX. It’s no secret that header bidding is hugely popular with publishers. The monetization tool exposes each impression to programmatic demand before calling […]