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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.

More from Bidstack
Bidstack News  |  February 12, 2020
Former PlayStation chief Andrew House joins Advisory Board of in-game advertising platform Bidstack
London, UK, 11th February, 2020 – Bidstack, the in-game advertising platform, is excited to announce a new appointment to its influential Advisory Board – Andrew House, former President, CEO and Chairman of Sony Interactive Entertainment (SIE).   House started his career with Sony in its Tokyo PR team in 1990. He served as CMO between...
In the Press  |  May 18, 2020
MediaTel: Level up your ads: Why brands are getting into gaming
Bidstack’s Marketing Director, Vanessa Goff-Yu and CRO, Lewis Sherlock, takes a closer look with Mediatel as to why more and more brands are getting into gaming. What is it about the gaming industry that’s got advertiser’s attention? Is it the $3bn spend on in-game advertising in the US, or is it more people are watching...
Blog  |  April 30, 2019 |  5 min read
6 Key Trends from Insomnia64 ’19
Last week I headed to Birmingham with the Bidstack team for the biggest annual gaming event in the UK, Insomnia64. Growth in the gaming industry has continued apace since last year’s event and I was interested to see how these strides have influenced the way the event was planned and delivered. Here’s six trends that stood out for me at this year’s festival: 1. Brands are doing...
Petros Gazelidis

Petros Gazelidis

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