In-Game Advertising: Q&A With Giuseppe Martoriello from iion
Summary
To get answers to these questions, and more, Clearcode’s Head of Marketing, Michael Sweeney, recently caught up with Giuseppe Martoriello, co-founder of iion — an in-game AdTech company. As the buy side is still in its infancy, most of the in-game media is still bought via direct deals or via PMP, with little inventory being purchased via open RTB auctions. Giuseppe Martoriello: I think a lack of measurement guidelines by the IAB has been a major constraint in terms of budget spend and adoption in the market. This won’t be enough by itself, as the market is still very fragmented and agencies would need to sign up to different platforms to buy audio in-game or display, for instance. Scalability — As the industry is still in its infancy, adoption on both the supply and demand side needs time to catch up compared to other digital advertising segments.
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