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SEPTEMBER 24, 2026 |
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In this edition: |
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TOP STORY |
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"If you do not have a gaming strategy, it's clearly too big to ignore now," Charles Hambro, CEO and co-founder of GEEIQ, said at EMARKETER's Future of Digital summit last week. "But you should not get bamboozled by 'Oh my god, we're gonna build unbelievable worlds.' Be very, very self-disciplined with regards to what are my CPMs for this audience." |
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Nearly 60% of US consumers will be digital gamers this year, according to EMARKETER's forecast, yet only 2.4% of total digital ad spend in 2026 will go to gaming. |
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It's a delta that represents both a significant opportunity and a cautionary tale for marketers who rush in without proper measurement frameworks.
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IN THE NEWS |
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Holdcos centralize media accounts. Groupwide units captured 26% of reviewed spend, promising tighter integration but fewer specialized partners. |
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Disney raises streaming prices. Costlier ad-free plans make bundles and ad tiers more attractive, giving marketers more ways to reach churn-prone streaming viewers. |
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YouTube makes AI the interface. New tools steer discovery and creation, giving brands more reasons to optimize for AI while keeping creative distinct. |
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INDUSTRY VIEWS |
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AI is helping agencies work faster and more efficiently, but savings alone aren’t the end goal. The bigger opportunity is reinvesting those gains in people, creative capabilities, and the judgment that technology can’t replace. This article was contributed by Meet The People’s Tim Ringel, Founder and CEO. | | |
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ANALYSIS |
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Retail media continues to attract more ad dollars, and brands are looking beyond the last mile to build awareness earlier in the customer journey, especially through off-site channels. With broader campaigns that include both off-site channels and retailer-owned environments closer to purchase, brands have an opportunity to make lasting impressions prior to purchase with memorable campaigns.
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