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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
In the Press  |  May 12, 2020
BusinessCloud: How Bidstack is placing Coronavirus messaging into video games
Bidstack CEO, James Draper spoke to BusinessCloud’s Alistair Hardaker to talk about the uptake of in-game advertising, the impact gaming has had on society and how advertisers’ perception of gaming is starting to change. Bidstack’s proposition is ingeniously simple – if today’s games are realistic enough to simulate the billboards and pitch-side ads we see...
In the Press  |  April 6, 2020
Gov.uk: Government and video games industry join forces in fight against coronavirus
Codemasters BAFTA nominated title, DiRT Rally 2.0 are one of three titles to display coronavirus safety advice within their games. Through their partnership with Bidstack, Codemasters are able to leverage Bidstack’s in-game advertising technology to geographically target gamers with the ‘Stay Home, Save Lives’ message – in real time. The message is being displayed in...
Bidstack News  |  July 29, 2020
The Bidstack Bulletin: 29th July 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. Discover the most interesting news and views from the past week below. Want to keep up to date with Bidstack Bulletin? Click here...

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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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