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In the Press  |  March 18, 2020
The Drum: In-game advertising: The dawn of a new ad category

Bidstack CEO, James Draper, wrote a piece for The Drum around why in-game advertising signifies the dawn of a new advertising category. In this article he talks about the opportunity this emerging channel has for the advertising industry and why now is the time for brands to get in the game.


Hardly a week goes by without a headline casting doubt over the future of digital advertising. Whether it’s Google’s announcement about phasing out third-party cookies in Chrome, the ICO’s decision to step up regulatory activity around the use of data in real-time bidding, or the latest YouTube brand safety scandal, the ecosystem continually finds itself under a dark cloud.

But every cloud has a silver lining and these developments are pushing brands to explore alternative forms of digital advertising that can deliver relevant, engaging ads in brand safe environments without a reliance on third-party cookies. Spend on native advertising, for example, is expected to grow 372% over the next five years, exceeding $400 billion globally by 2025, while the worldwide market for contextual targeting is expanding more than 18% each year.

One emerging ad category that fits the brief is native in-game advertising. This relatively new channel uses contextual advertising that is appropriate to the game, delivering an engaging experience without the use of third-party data. As a recent eMarketer report outlines, “in contrast to other ad ecosystems, game publishers place more emphasis on contextual than behavioural data.”

To read the full article, please click here.

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Blog  |  September 27, 2019 |  < 1 min read
MarTech Series: In-Game Ads Needn’t Be Disruptive
James Draper, Bidstack CEO explained to MarTech Series why in-game ads don’t have to be intrusive nor disrupt the gaming experience for the player.  Gamers don’t like it when advertising gets in the way of play, as illustrated by the furore around the unskippable ads recently introduced to NBA 2K19’s loading screen. Many game developers aren’t keen...
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Blog  |  March 21, 2019 |  5 min read
Bidstack’s View: Stadia and the Future of Gaming
As passionate members of the gaming community, we felt extremely lucky to be in the audience for Google’s #Stadia announcement on Tuesday. The buzz around GDC and online in the aftermath of the presentation seemed to point to the significance of the move; but what exactly does Stadia mean for the video game market and the in-game advertising landscape? Here’s our...
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Bidstack News  |  March 31, 2020
The Bidstack Bulletin – 31st March 2020
Each week the Bidstack team curate the most interesting stories from the world of gaming, advertising and esports to help you keep ahead of the pack when it comes to in-game advertising. To check out this weeks highlights click on the links below. This weeks highlights: 1. Bidstack, Gfinity and Venatus join forces Utilising Gfinity’s...

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Each week the Bidstack team curate the most interesting stories from the world of gaming, advertising and esports to help you keep ahead of the pack when it comes to in-game advertising.

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