Brands Need To Play & Measure In Immersive Environments: IAB’s Soon

SALISBURY, CT — We have had interactive media as long as we have had Nintendo Entertainment Systems, or choose-your-own-adventure books. But three things are different in 2023: The scale of usage. The extent to which younger people live engage in purely interactive environments. The extent to which interactive media are now also advertising media. In […]


Gaming Looms Large as Opportunity for Brand Advertisers, IAB’s Zoe Soon

 Gaming is a massive entertainment category – an activity that a whopping 90% of Gen Z participates in – but brands are still allocating less than 5% of their media budgets toward the sector. This gap is a big reason why the IAB’s Playfront event is back this year in New York. According to Zoe […]