“The way retail media has historically been built has been about setting up an advertising business on a retailer’s owned and operated digital channels,” said our analyst Sarah Marzano on an episode of The CPG Guys.

A new framework for gaming ads from the Interactive Advertising Bureau (IAB) might finally help marketers take full advantage of the highly engaged gamer audience.

Digital ad fraud is being held in check, viewability rates are improving, and brand safety measures are largely effective in the UK. Measuring the success of a campaign, though, must move beyond what is easily measurable.