Roblox

WPP aims to turn around faster; YouTube TV tips the carriage deal market; and Roblox takes its time on video ads.

Google can’t stop catching fines in Europe; Roblox game developers might finally get a cut of a revenue; and eBay is getting into the AI game.

Google’s search antitrust trial ends with a whimper; the pitfalls of agency-owned SSPs; Perplexity axes its ads business; and brands are still building big-ticket metaverse experiences.

As premium game prices skyrocket and paid subscriptions and cloud-based gaming services take off, marketers sense a chance to defray rising costs with ad revenue – perhaps dispelling some doubts about the value of more ads in games.

Ever since 2020, TV upfront rates have declined; inconsistent metrics mean inaccurate results; plus, Roblox is touting its strong hold on its viewers’ (er, gamers’) attention.

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

Roblox is making major additions to its still-nascent ad offering, including new integrations to make its ad formats available through Google Ad Manager.

The in-game advertising market’s stagnation is both unsurprising and frustrating. The onus is on the gaming industry to make gaming an essential channel for advertisers, rather than a nice-to-have.

Move over, Mr. Met — it’s Grimace’s time to shine. Plus, Zeta Global has acquired email marketing and identity company LiveIntent for $250 million.

In today’s newsletter: How loosened ad restrictions helped snacks take over America; Brazil’s X ban dings stan culture; and Roblox partners with Shopify as it expands real-world ecommerce to all creators.