In the fourth article in ExchangeWire’s 2022 predictions series, industry experts give their thoughts on what next year looks like for Mobile and In-Game. Two closely intertwined areas, both have seen significant growth over the past 18 months, but have also been (and could be further) affected by Apple’s changes to the iOS infrastructure.
In-Game will be seen as a standalone ad category
2022 will see in-game advertising recognised as a standalone ad category for the first time, moving it from the awareness stage to becoming a legitimate ad channel in its own right. Ratification from industry bodies such as the IAB and the MRC will deliver a defined taxonomy, measurement guidelines, and an updated RTB spec that will mean investment will no longer need to be funnelled through other categories such as Display or Out Of Home as it has until now. The new viewability specifications from the MRC will set the standard for in-game advertising and will make evaluating the value of the…
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