Gamers want to see creative ads that are seamlessly integrated into gameplay. Some 41% of US gamers ages 18 to 34 would like rewards for devoting time and attention to in-game ads. Meanwhile, 32% believe ads should never interrupt a hardcore gamer’s flow.

Consumers are worried about the surge of ads in gaming: Xbox and Sony both have in-game ad programs in the works, and consumers aren’t thrilled.

Sony’s service game push could be good for advertisers: The lucrative model could be a platform for its rumored ad program

On today's episode, we discuss how much Netflix and Disney+ will make from ads, what Snapchat+ is, how best to prevent customers from leaving you and trading down, Facebook's algorithm change to take on TikTok, why Apple and Google are coming for your car, an unpopular opinion about email newsletters, what the new "Squid Game" game show will look like, and more. Tune in to the discussion with our analysts Suzy Davidkhanian and Max Willens and director of reports editing Rahul Chadha.

After a banner year in 2021, we expect retail media advertising to rise to $52.21 billion by 2023. Dozens of retail media networks have launched over the past few years, with virtually every leading digital marketplace, mass merchandiser, national grocery chain, category-specific retailer, and delivery provider getting into the game.

Learn about the new Amazon Style store, podcasts on Twitter and LinkedIn, advertising at the NBA All-Star Game, who America’s truckers are, and more. Tune in to the discussion with our analysts Peter Vahle and Blake Droesch and director of forecasting Oscar Orozco.

Are recent video and gaming outages a sign of an overburdened infrastructure? The increase in high-resolution 4K video and demanding multiplayer games could be bogging down network connections.

Agencies spy an opportunity in the metaverse: WPP is partnering with Epic Games on a new initiative for that very reason.

Even shows that do find success—like last year’s “Squid Game,” which was the most-streamed show in history—have left behind little cultural footprint. A quick Google Trends search shows that discussion about the show is nearly non-existent and that it has failed to build an enduring fandom.

Why this matters: Video game popularity is at an all-time high, prompting more brands and advertisers to eye the space than ever before. Public sentiment in favor of labor movements is at its highest point since 1965, per a September Gallup poll, and publishers looking to find advertising partners may run into trouble if their labor issues create brand safety concerns.

Ad Load Perception. In a September 2021 Morning Consult poll, most US adults either believed that linear TV and streaming video have the same amount of advertising, or were unsure which format features more ads. Young respondents were much more likely than their older counterparts to believe that streaming services feature more ads.

Subscriptions are becoming increasingly important to the video game industry: That’s the lesson from Sony’s launch of its new service, which is set to take on Microsoft’s Game Pass.

Major brands weigh the benefits of staying in the Russian market: Airbnb wins the brand reputation game, while Uniqlo and Shell may have misjudged the situation.

The news: Netflix is digging deeper into gaming with a $72 million acquisition of Finnish mobile game studio Next Games. The deal is expected to close in Q2 2022, per TechCrunch.

On today's episode, we discuss how much Americans shop on their smartphones, what's encouraging them to shop more, and what's holding them back. We then talk about what to make of Apple's battle with Epic Games, where 5G has gone, and how advertisers are handling looming third-party cookie changes. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Yory Wurmser.

Ad industry sees gaming as a growth opportunity amidst industry turmoil: Inaugural PlayFronts event focuses on how brands can gain new customers and revenue.

Key stat: Gamers are open to seeing brands in games, but it’s important to consider how the brand’s products mesh with the game environment. In a June 2021 Comscore survey, 42% of respondents said they expect product placement will be relevant to the game.