In the first half of 2023, mobile in-game ad revenue accounted for just 3.9% of total mobile ad spend - up slightly from 3.7% the year before, according to eMarketer. But audiences spent 10.6% of their time on mobile playing video games this year - evidence that a disconnect remains.
Given the deprecation of third-party cookies and the reemergence of contextual targeting, the answer could be yes - so long as game publishers position themselves as a source of premium inventory.
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