Marketing Analytics with Fexingo · 2026-07-30 · 6 min
In-game advertising is projected to top $10 billion in 2026, but standard attribution models ignore it because many ads are non-clickable rewarded videos or playables. Lucas and Luna explain why last-click models fail, how walled gardens like Unity Ads fragment measurement, and what marketers can do - from geo lift studies to SDK-based tracking. They discuss a snack brand case study showing a 12% lift in purchase intent with zero credit from traditional attribution, and highlight IAB measurement guidelines and incremental lift tests as practical fixes. The episode closes with a reminder that the brands which solve this blind spot early will have a competitive edge. #InGameAdvertising #MarketingAttribution #MobileGaming #AdMeasurement #UnityAds #IAB #RewardedVideo #PlayableAds #LiftStudies #AttributionBlindSpot #MarketingAnalytics #FexingoBusiness #BusinessPodcast #CMO #DigitalMarketing #AdTech #GamingIndustry #AttributionModel Keep every episode free: buymeacoffee.com/fexingo
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