Recent news and analysis on AdTech

Ad tech news covering programmatic advertising, privacy changes, measurement, retail media, and digital ad platforms.

• EA launches first in-game advertising platform

  Electronic Arts launched EA Advertising, a new division dedicated to in-game ads and brand partnerships. Partners include Visa, Lowe's, Red Bull, Xfinity, Peacock, and Mountain Dew. EA's sports games have over 120 million monthly players, and the company reported net revenue of over $7.5 billion in its latest fiscal year.

• LG builds blockchain ad platform with Arbitrum

  LG Electronics developed a layer-2 blockchain network with Arbitrum for an advertising platform that provides a shared database of ad inventory and tracks consumer interactions. The platform was piloted with a Japanese ad agency and is set to launch later this year.