Sunday, December 3, 2023

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    Why a martech company is launching an all-in-one tool to simplify, measure the gaming advertising landscape

    Marketers are racing to help brands better understand the opportunities in gaming, and a new player has officially joined the scramble.

    Marketing technology firm Livewire today has launched Gameview, an ad tech platform that it describes as an all-in-one solution for advertisers hoping to reach gamers. As brands gradually branch out into gaming, Livewire’s new platform is the latest example of how marketers are rolling out products to streamline the organization and measurement of advertising in the medium.

    At its core, Gameview is a data management platform that allows users to build, activate and measure the performance of gaming advertising campaigns in all their various forms, including intrinsic advertising and more immersive metaverse activations. The tool is platform-agnostic, meaning it can measure the performance of gaming campaigns wherever they happen — including premium titles such as “Call of Duty” or “Mario Kart,” if or when those games’ developers decide to implement in-game ads. The catch? Those developers have to agree to let Gameview check their ads. No small task.

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