SUMMARY OF TOP STORIES THIS WEEK
FRIDAY JANUARY 27th, 2023

How Brands are Using In-Game Advertising: Video games have come a long way from the arcade and console games of the past.  The evolution of technology has brought about a new kind of immersive experience in gaming. Forty percent (40%) of GenY and millennial consumers play games on their smartphones—more than any other form of entertainment*. In-game advertising (IGA) involves presenting digital video ads, banners, audio ads and mini-games within the gaming screen. Dynamic advertisements are by far the most popular IGA type—static ones have less reach as users tend ignore them; gamevertising is a term coined to describe if an ad takes place at in real time while you’re playing or not.

Yes, Snapchat will succeed as an Augmented Reality Company! Snapchat, the social media platform known for its unique and viral augmented reality (AR) trends, has launched a new promotional campaign that showcases the bizarre effects of its AR technology as a means to present people with a different perspective on the real world. With 72% of active Snapchat users already engaging with AR elements in the app every day, there is a clear interest in these types of activations that provide a new way of seeing the familiar.

Is your company committing clickfraud? According to Trey Vanes, the head of marketing at click fraud protection service Polygraph, click fraud has become so common that it is now a normal part of the online advertising ecosystem. He notes that no advertiser is immune to click fraud and that most advertising networks are not doing enough to prevent it from occurring. Vanes also points out that the type of people committing click fraud has expanded beyond organized crime gangs and technically-savvy fraudsters. He notes that more and more ‘legitimate’ companies are engaging in click fraud, with some even being listed on the Nasdaq.

IAB Chief Blames "Extremists" For Attempting to Destroy Ad Industry. David Cohen, CEO of the Interactive Advertising Bureau (IAB), has accused “extremists” of attempting to cripple the advertising industry in America. Speaking at the IAB’s annual leadership conference, Cohen criticized politicians, privacy advocates, and tech giant Apple for their efforts to restrict the advertising industry. Cohen specifically targeted politicians such as Amy Klobuchar and Ted Cruz, claiming that they would “throw our industry under their campaign buses” if given the chance. He also warned against the American Data Privacy and Protection Act (ADPPA), a federal privacy bill that could outlaw certain forms of behavioral advertising. Cohen stated that if the ADPPA had passed, it would have “destroyed our industry” and negatively impacted “Big Tech, Small Tech and everything in-between Tech.”

Digiday's Article on the Trade Desk is Pure Clickbait. Recently, Digiday published an article with a headline that could only be described as clickbait-worthy: “How The Trade Desk went from media agency BFF to frenemy.” In it, the author takes aim at the ad-tech firm, accusing it of becoming less transparent, more expensive, and too big for media agencies to handle. But, let’s be real here, this article is nothing more than a hot mess of poorly researched claims and anonymous sources.

Is the Metaverse Dead? It’s official: Apple announced it will not release an AR headset. The market is indeed flooded with multiple decent industrial headsets—even Kara Swisher didn’t see this coming! The news will likely dampen enthusiasm for the metaverse. Should it? The short answer is no. Here’s why.