How Marketing Attribution Misses In-Game Ads

Episode notes

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

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• Elevating the CMO Role: Becoming a Chief Market Orchestrator with Matt HeinzGrowth Activated · on marketing attribution84 / 100
• How To Increase Margins By Moving Beyond Rule-based Pricing - Felix Hoffmann | How to Scale Profitably Today, Why Rule-Based Pricing Often Fails, What Predictive Pricing Models Deliver, Why Transaction Costs Matter Most, Why Data Quality Matters (#480)Ecommerce Coffee Break · on marketing attribution80 / 100
• Gamification for Digital MarketingThe Digital Marketing Podcast · on Playable ads80 / 100
• How to Scale Playable/Interactive Ad Strategies with Elina Arponen of QuicksaveGrowth Stage by FastSpring · on Playable ads76 / 100
• The Distillation of Data: Alembic’s Causal AI SolutionInsider Interviews: Media and Marketing Pros · on marketing attribution66 / 100
• Why You Must Prove Your Value or Lose a Seat at the Table as a B2B Marketer with David RowlandsSpotlight on B2B Marketing · on marketing attribution54 / 100

• Why Incremental Lift Testing Beats Attribution91 / 100
• How Brand Lift Studies Reveal True Marketing Impact
• How Offline Sales Drive Online Marketing ROI
• How Contextual Targeting Replaces Cookies
• How First-Party Data Reshapes Attribution