A recent IAB study highlights a persistent gap between the time audiences spend gaming and the advertising budgets allocated to this sector, which remains below 5% of total marketing spend. Despite innovations and new ad formats introduced by major companies like Samsung and Roblox, gaming ad revenue growth is expected to slow, with projections indicating it will stay under 3% of US digital ad spend by 2028. The IAB is exploring ways to integrate gaming more seamlessly with other ad channels to enhance its market share.

Ad curation involves selectively packaging ad inventory to enhance targeting and efficiency in advertising, primarily through curated marketplaces and private deals. Its rise is driven by privacy regulations, demand for transparency, and technological advancements, while offering benefits such as improved targeting, brand safety, and operational efficiency. However, challenges like complexity, cost, and compliance risks must be navigated by marketers when utilizing curated inventory.