But with more investment flowing into gaming environments, how can advertisers truly measure success? Enter the IAB Gaming Measurement Framework—designed to help publishers, brands, and ad tech partners track performance, it defines gaming ad formats and sets clear benchmarks with ‘must-have’ and ‘nice-to-have’ metrics.

Join us for Play to Win: Measuring Gaming Ad Success, where we’ll break down how this framework was developed, how it can help advertisers level up their campaigns, and what it takes to build a winning strategy in the gaming ecosystem.

No more guesswork—just solid, actionable insights to help brands play smarter.  Ready to press start?

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“The digital advertising industry is evolving faster than ever, and at IAB we’re not reacting to change, we’re driving it,” said Goldstein. “These strategic IAB Center of Excellence hires are a clear investment in the future of digital advertising with a sharp focus on AI, commerce media, the creator economy, streaming video/CTV, and measurement. We are equipping our members to drive innovation, not just respond to it.”

New Leadership to Spearhead Core Initiatives

The organization welcomes three new senior executives with deep expertise across AI, commerce/retail media, and digital media strategy.

Collin Colburn, Vice President, Commerce, leads the IAB Commerce Board and related initiatives within the broader commerce landscape, including retail media. With prior roles at Forrester and Horizon Media’s commerce agency, Night Market, Colburn is focused on supporting the growing commerce media ecosystem, defining incrementality, and navigating the convergence of the store and monetization strategies. By defining industry standards that support transparent, accountable, and adaptable commerce practices, Colburn aims to promote consistent frameworks to improve operational efficiency and help advertisers use media more effectively in today’s digital marketplace. He will also spearhead IAB’s annual Connected Commerce Summit, in NYC on September 9, 2025.

“IAB is at the forefront of advancing the maturity of commerce media and focusing on driving consistent, transparent standards across the commerce landscape. It’s exciting to be part of an organization that’s not only shaping the conversation but also building the infrastructure for a more trustworthy and effective digital ecosystem,” added Colburn.

Jamie Finstein, Vice President, Media Center, brings over 15 years of digital strategy experience from WPP Media. She will drive advancement across CTV, digital video, audio, DOOH, and brand safety. In this role, Finstein will support the growth of video through data-driven standards, help resolve video measurement, and drive consistency across the marketplace and standardize video formats. She will also drive audio innovation by enhancing programmatic standards and VAST integration, support DOOH (DOOH) by addressing the space’s unique complexities, and strengthen brand safety by tackling AI-driven fraud. Additionally, Finstein will lead the IAB Audio and Video Boards, as well as key events including IAB Video Leadership Summit on July 14-15 and IAB Podcast Upfront (September 30) as well as IAB NewFronts.

“I’m excited to join IAB at a time when the industry is evolving rapidly and the demand for advancements in standardization is growing,” said Finstein. “There is a real opportunity to drive meaningful progress – bringing greater consistency, transparency, and innovation to how we create, measure, and improve digital experiences. I look forward to working with our members and partners to drive innovation and build a more unified digital ecosystem.”

The IAB Media Center also includes Jason Adamski and Matt Shapo as Directors. Adamski joins IAB after leading media strategy at Ferrero as North American Media Manager, with prior senior media positions at PepsiCo, Accenture, MediaVest, Mullen, and Boston Beer Company. In his role with the IAB Media Center, Adamski oversees video and digital out of home (DOOH), focusing on standardizing DOOH planning and buying practices, enhancing measurement models, and proving its effectiveness across the full purchase funnel to elevate DOOH as a key part of omnichannel media plans.

A passionate advocate for audio’s powerful role in omnichannel advertising campaigns, Shapo leads education and research initiatives, advocating for audio’s unique strengths and promoting collaboration among publishers, tech providers, content creators, and brands to support sustainable, ad-supported media. He also leads the IAB’s Ecosystem Health Initiative, which elevates the value of news-related content and focuses on advancing contextual targeting across all media genres as well as supporting the growth of publishers and the open web.

Caroline Giegerich, Vice President, AI, previously announced, will lead IAB’s AI roadmap by developing tools, resources, and standards that support the responsible and effective use of AI across all corners of the digital advertising industry. With over twenty years of experience in marketing, innovation, and emerging technology, she has held senior roles at HBO, Warner Music Group, MediaLink, and Smashbox Cosmetics.

“AI is reshaping every aspect of digital advertising, and the industry needs clear guidance to move forward with confidence,” added Giegerich. “IAB is focused on delivering actionable frameworks, best practices, and scalable tools that ensure AI is used responsibly and effectively. As I take on this role, I am eager to help our members understand AI is not just about innovation—it’s about building a foundation the entire ecosystem can trust and build on.”

“This reorganization represents a pivotal step in ensuring IAB continues to deliver best-in-class leadership, resources, and insights to help our members navigate the rapidly evolving media and marketing landscape,” concluded Gabilan. “Collin, Jamie, and Caroline, are on the bleeding edge of their respective fields and will provide our members with the perspective they need to thrive in a changing advertising ecosystem.”

Additionally, Angelina Eng has been promoted to Vice President, Measurement, Addressability & Data (MAD) Center and CoE Operations. She will continue to oversee the MAD Center, while also coordinating operations across all IAB Centers of Excellence to streamline processes and boost collaboration. Eng will also lead the IAB Measurement Leadership Summit on July 15-16.

As part of IAB’s Centers of Excellence leadership, Zoe Soon, Vice President of the IAB Experience Center, is also expanding her remit to lead the newly established Creator Economy Board and oversee all creator economy and gaming initiatives, including IAB PlayFronts. And Matthew Renne, Vice President of the Professional Development and Education Center (PDEC), plays a key role in equipping digital marketing and media professionals with industry-driven training and resources to foster growth, adaptability, and long-term success in today’s workplace.

About IAB

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Kate Dougherty / Brittany Tibaldi
551-265-2825 / 516-974-2216
kdougherty@kcsa.com /btibaldi@kcsa.com

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The future of digital media is back in Palm Springs from February 1-3, 2026. Join the brightest minds and boldest voices at the 2026 IAB Annual Leadership Meeting, where industry leaders, disruptors, and visionaries gather to shape the year ahead.

Across three immersive days, dive into agenda-setting conversations, candid fireside chats, and dynamic breakouts that tackle the most pressing topics: AI, measurement & addressability, privacy, commerce media, the creator economy, and more.

This is where decisions are made, strategies are born, and the industry sets its course. If you want to lead the future, it starts here.

The post 2026 IAB Annual Leadership Meeting appeared first on IAB.

The Fluid Movement of Culture

One of the most fascinating developments revealed at IAB PlayFronts was the flow of cultural trends between gaming environments and other digital spaces. A prime example of this was “The Glitch” brand-customized world by Twitch and Look North World. One of the more popular brand integrations was with Domino’s. Players can come across a Domino’s pizzeria inside this world and have a “pizza party” to regain health. The gaming community and pizza have always been allies. It showed how Gen Z and Gen Alpha absorb trends from social media and recreate them in games like Fortnite. These gaming-adapted trends are subsequently influencing social media content in return.

Discord exemplifies this dynamic by evolving from a gaming communication tool into “the social infrastructure where gaming, internet culture, and fandom converge.” With 93% of Discord users having played a game in the past month and generating 1.5 billion hours of gameplay across 8,000 different titles, the platform has become a central hub in gaming culture while simultaneously serving as a vital connection point to broader internet communities.

Redefining Media Strategy for the Connected Consumer

The traditional marketing funnel is becoming increasingly out of date in this converged landscape. Today’s connected consumers move fluidly between platforms with 73% of weekly gamers engaging across two or more gaming platforms alone, according to Activision Blizzard Media. This platform fluidity extends beyond gaming as audiences seamlessly transition between social media, streaming content, gaming environments, and commerce throughout their day.

This behavioral shift demands a fundamental rethinking of media strategy. As Vertiqal Studios highlighted, the longstanding disconnect between creative and media functions has diminished brand impact for decades. The converged gaming ecosystem is naturally forcing these elements to recombine, as effective engagement requires consistent creative expression across multiple touchpoints while leveraging platform-specific capabilities.

The Blurring Lines Between Content and Commerce

Perhaps nowhere is this convergence more evident than in the dissolving boundary between content and commerce within gaming environments. Super League emphasized that brands must move beyond merely surrounding content to actually becoming the content itself through playable experiences. This evolution represents a shift from interruption-based advertising to value-adding brand integration.

The implications extend beyond traditional advertising metrics. When brands become an organic part of the gaming experience, the entire customer journey transforms. Mobile gamers now represent a powerful demographic of “halo shoppers” who demonstrate strong purchasing behaviors across both grocery and retail sectors. They are also spending more in these sectors than non-gamers, according to Zynga (Mobile Gamer Shopping Habits Research, April 2025). The integration of shoppable ads within gaming contexts creates frictionless pathways from engagement to purchase.

Community is Gaming’s Engine

Underlying all these convergence trends is the critical importance of community. As Playwire noted, community engagement is the fundamental factor that will continue to unify and sustain the gaming ecosystem. The most successful brands in this converged landscape will be those that prioritize authentic community connections rather than treating gaming as simply another media placement opportunity.

This community-centric approach requires brands to develop a deeper understanding of gaming culture. Fandom’s research revealed that for Gen Z, gaming is far more than entertainment. It’s a vehicle for self-expression (75% use games this way), stress relief (71%), and finding happiness (77%). These emotional connections create opportunities for brands to forge meaningful relationships by aligning with gamers’ core motivations rather than interrupting their experiences.

Strategic Implications for Marketers

For marketing leaders navigating this converged landscape, several key strategies emerge:

1. Dissolve Internal Silos: Organizations must break down the walls between social media, gaming, influencer, and commerce teams to create unified strategies that reflect how consumers actually engage across the digital ecosystem.
2. Embrace Platform Fluidity: Rather than creating platform-specific campaigns, develop adaptable creative concepts that can flow between environments while maintaining consistent brand positioning.
3. Prioritize Interactive Engagement: As passive advertising loses effectiveness, brands must invest in creating participatory experiences that invite active engagement rather than passive consumption.
4. Build Community Ecosystems: Successful brands will develop living communities that span multiple platforms rather than focusing on isolated campaign activations.
5. Measure Cross-Platform Impact: Traditional platform-specific metrics must evolve into integrated measurement approaches that capture the complete consumer journey across the converged ecosystem.

The most successful brands will be those that recognize gaming not as a separate vertical but as the connective tissue binding diverse digital experiences together. The question for brands is no longer whether to participate, but how quickly can they adapt to this converged future.

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IAB’s Gaming Ad Formats Framework helps advertisers, agencies, and publishers:

• Navigate the evolving gaming ecosystem
• Understand available ad formats across media types

Developed in collaboration with leaders across the gaming, media, and advertising industries . . .

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That’s why IAB collaborated with industry leaders to launch the Creator Economy Definitions and Taxonomy—a shared language to define and standardize key terms and concepts across the ecosystem. The clear, consistent terminology provided in this taxonomy will:

• • Equip brands, agencies, platforms, and creators with a shared lexicon
  • Drive efficiency, transparency, and long-term scalability
  • Streamline workflows & strategy
  • Support sustainable industry growth

  Claim your free account to continue reading. Log In or Create Account   If you have any issues, please contact us.

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  ]]> https://www.iab.com/insights/creator-economy-ecosystem-mindmap/ Mon, 16 Dec 2024 14:10:47 +0000 https://www.iab.com/?post_type=iab_insight&p=190048 Unveiling the Creator Economy Ecosystem Mindmap: A Visual Reference Resource Final Updated Version Published February 25, 2025 The rise of the creator economy, projected to reach $480 billion by 2027, has redefined how brands connect with audiences. This transformative space, powered by millions of content creators, is reshaping how consumers consume content, discover new brands … Continued

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  ]]> Unveiling the Creator Economy Ecosystem Mindmap: A Visual Reference Resource
  Final Updated Version Published February 25, 2025

  The rise of the creator economy, projected to reach $480 billion by 2027, has redefined how brands connect with audiences. This transformative space, powered by millions of content creators, is reshaping how consumers consume content, discover new brands and shop. In this era where creativity meets commerce, the landscape is decentralized and complex. To help navigate this dynamic, multifaceted ecosystem, the Creator Economy Ecosystem Mindmap is being unveiled today—a game-changing industry resource that promotes a shared understanding of the categories, processes, and interrelationships between different parts of the ecosystem. Just as scaffolding provides a structure upon which to build, this . . .

  Claim your free account to continue reading. Log In or Create Account   If you have any issues, please contact us.

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  ]]> https://www.iab.com/events/iab-playfronts-2025/ Wed, 30 Oct 2024 18:00:04 +0000 https://www.iab.com/?post_type=iab_event&p=189017 The IAB PlayFronts, the premier annual marketplace dedicated to showcasing advertising and partnership opportunities in the dynamic gaming industry, recently concluded its fourth year on April 1st. This year’s event featured insightful panel discussions, high-profile speakers, and interactive sessions that illuminated the ever-evolving gaming landscape, emphasized the effectiveness of gaming as a marketing platform, and … Continued

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  ]]> The IAB PlayFronts, the premier annual marketplace dedicated to showcasing advertising and partnership opportunities in the dynamic gaming industry, recently concluded its fourth year on April 1st. This year’s event featured insightful panel discussions, high-profile speakers, and interactive sessions that illuminated the ever-evolving gaming landscape, emphasized the effectiveness of gaming as a marketing platform, and showcased a myriad of creative opportunities available for brands.

  Couldn’t attend or want to revisit a session? Don’t worry! Video on Demand of approved sessions will be available to all attendees on April 15th, allowing you to catch up on any content you may have missed or wish to experience again.

  The post 2025 IAB PlayFronts appeared first on IAB.

  ]]> https://www.iab.com/blog/the-2024-iab-gaming-and-immersive-media-leadership-summit-new-experiences-are-unlocking-new-consumer-connections-for-brands/ Fri, 18 Oct 2024 15:20:53 +0000 https://www.iab.com/?post_type=iab_blog&p=188729 Every year the IAB convenes leaders in the Gaming and Immersive Media industry to discuss ways we can work together to accelerate brand investment and growth in the space. This article details the key take-aways from those discussions and their implications for the industry roadmap in the year ahead. The Challenge Ten years ago, the … Continued

  The post The 2024 IAB Gaming and Immersive Media Leadership Summit: New Experiences are Unlocking New Consumer Connections for Brands appeared first on IAB.

  ]]> Every year the IAB convenes leaders in the Gaming and Immersive Media industry to discuss ways we can work together to accelerate brand investment and growth in the space. This article details the key take-aways from those discussions and their implications for the industry roadmap in the year ahead.

  The Challenge

  Ten years ago, the notion of advertising inside video games was largely considered experimental. Immersive media, particularly augmented and virtual reality, was still in its early stages, yet to fully reach mainstream adoption. Fast forward to today, and gaming has become a global phenomenon that surpasses many traditional forms of entertainment. With over 3 billion gamers worldwide, and an industry valued at over $200 billion, gaming is no longer just a niche interest—it’s a cultural powerhouse.

  And within this ecosystem, immersive media, like augmented and virtual reality, is transforming how people experience not only entertainment but also education, social interaction, and even healthcare. Together, gaming and immersive media present an unparalleled opportunity for brands to connect with audiences in new, innovative ways.

  But the advertising industry was built on newspapers, magazines, radio, television, direct mail, billboards, posters, and the internet. Gaming and immersive media, which we’re defining as any experience where a user can interact with and impact their experience, is a paradigm shift and one that’s already underway. The advertising industry needs to translate it into terms brands can understand, quantify and compare against other media without reducing it or devaluing it. This was the challenge given to attendees. Below are the discussions and decisions it inspired.

  New media needs new measurement

  As gaming and immersive media continue to reshape digital advertising, traditional success metrics like impressions, views, and reach are being scrutinized for their ability to fully capture the impact of these interactive campaigns. Are they still relevant, or do we need new approaches to truly measure engagement and ROI?  

  Success in immersive media requires a broader approach to measurement. While public metrics and third-party research are valuable, factors like brand loyalty, generational impact, and long-term engagement provide a more comprehensive view of success.

  Brands must build ecosystems that span multiple platforms and environments, creating “third places” where users connect and engage beyond traditional commerce. Similar to how airport lounges build consumer loyalty for credit card companies, the future of consumer engagement lies in building authentic, multi-dimensional experiences that resonate with gaming audiences and foster long-term loyalty.

  Gaming and immersive media is driving product sales across retail, CTV, and shoppable platforms

  As gaming and immersive media grow in popularity, their integration with other media channels, such as retail media networks, connected TV (CTV), and shoppable content, is creating new ways for brands to engage consumers and drive sales. 

  To capitalize on the synergy that’s evident between gaming and other media channels, brands are encouraged to avoid treating gaming as an isolated channel. Instead, gaming should be integrated into the broader marketing strategy to complement other channels and enhance overall campaign performance. Gaming activations should align with the natural flow of a brand’s entire media stack for a cohesive approach.

  Understanding audience behavior inside and outside gaming is essential. Brands can use first-party data to create seamless cross-device experiences. The evolution of second-screen usage and advanced data capture methods, like those from headsets, offer deeper insights for future strategies.

  Communities are media channels in gaming and immersive media

  The emergence of the creator economy is reshaping how brands engage with niche communities in gaming and immersive media. Education and breaking down stigmas surrounding gaming are vital for the industry’s growth. Brands that commit to long-term, authentic engagement with gaming communities can unlock significant opportunities in this evolving landscape, ultimately enhancing their marketing strategies and driving meaningful results.

  Implications for the Industry Roadmap

  Just as all roads lead to Rome, all discussions pointed to the need for the advertising industry to start widening the aperture of its planning and measurement systems to keep pace with the depth of engagement and consumer loyalty gaming and immersive media experiences offer brands. Specifically:

  1. Elevate Gaming and Immersive Media in Mainstream Measurement

  There is a need to elevate the discussion of gaming and immersive media within mainstream measurement frameworks. Current barriers include measurement complexities, fragmented activation efforts, and a lack of understanding of audience dynamics in these environments. Proposed solutions include developing common channel comparisons, enhancing pre-planning insights, creating guides for buyers and sellers, and taking PlayFronts—the only advertising marketplace for gaming and immersive media—on the road to increase visibility.

  2. Establish a Framework for Valuing Gaming and Immersive Experiences

  To effectively engage consumers in meaningful ways, brands need a robust framework for measuring gaming and immersive media experiences. Current measurement systems fall short in capturing the depth of this engagement. Summit leaders emphasized the necessity of a standardized categorization of ad types and called on the IAB to establish minimum measurement metrics based on each ad type.

  3. Measurement Needed for Brand Interactions in Niche Gaming Communities

  As brands look to capitalize on the creator economy, measuring brand interactions in niche gaming communities becomes crucial. Despite the opportunities these immersive experiences present, brands face challenges in assessing campaign success. A comprehensive range of flexible metrics is necessary to ensure consistency across various campaign goals and environments. Suggested metrics include average users, session duration, total live users, ad frequency, and audience size, providing a more holistic view of engagement.

  The Future of Gaming and Immersive Media: A marketer’s roadmap

  As gaming and immersive media evolve, brands must prepare for a future driven by emerging technologies and changing consumer behaviors. Spatial computing is a key trend, moving digital experiences from 2D to 3D, sometimes referred to as the “z-axis”. AR is expected to be a major driver over the next decade, particularly in its mobile and social applications. AR offers deeply personalized, co-created content experiences that resonate with users, making it essential for marketers to integrate AR with community-driven and personalized content. Commerce in VR is emerging as a key gateway for users to familiarize themselves with 3D spaces, though AR commerce faces challenges due to its multi-step checkout process.

  Looking ahead, AI agents, audio devices, and virtual-first brands are poised to shape the next wave of immersive experiences. Marketers must adapt by preparing to engage consumers in both virtual and physical worlds, ensuring they stay ahead in this rapidly changing landscape.

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  ]]> https://www.iab.com/events/iab-gaming-immersive-leadership-summit-recap-webinar/ Thu, 17 Oct 2024 20:56:29 +0000 https://www.iab.com/?post_type=iab_event&p=188709 The IAB Gaming and Immersive Media Leadership Summit is a leadership gathering event that brought together leaders across the advertising industry with a vested interest in pushing the gaming and immersive media channel forward. During this one-day event, we identified rising opportunities and discussed challenges with experts and thought leaders – defining key initiatives and … Continued

  The post IAB Gaming & Immersive Leadership Summit Recap Webinar appeared first on IAB.

  ]]> The IAB Gaming and Immersive Media Leadership Summit is a leadership gathering event that brought together leaders across the advertising industry with a vested interest in pushing the gaming and immersive media channel forward. During this one-day event, we identified rising opportunities and discussed challenges with experts and thought leaders – defining key initiatives and informing our roadmap.

  Key Webinar Themes

  • Learn from gaming and immersive media executives
  • Gain insight into the 2025 gaming industry roadmap
  • Unpack the lessons learned and key takeaways from the 2024 summit

  Don’t miss this post-event webinar on Thursday, November 14th – reserve your spot now and join us for this insightful event!

  

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