Explained: Marketing and Future of In-Game Ads

In-game advertising is advertising in electronic games. IGA differs from advergames, which refers to games specifically made to advertise a product. MarTech contributor Chris Wood has published an article elaborating how marketers are preparing for the future of in-game ads. He says, “As the IAB rolls out new ad standards for gaming, marketers at brands and agencies are preparing for the future of in-game ads. That’s because more consumers than ever identify as gamers (up to three billion globally), and with new technology and gaming experiences, they’re more reachable by brands. One... [...]