Right here’s in the present day’s AdExchanger.com information round-up… Need it by e mail? Enroll here.

Huge Sport

Amazon CEO Andy Jessy (Jeff who?) issued a daring assertion on the GeekWire Summit in Seattle this week. “Within the case of video games, we now have a perception that that would find yourself being the most important class in leisure over a protracted time period,” he stated. Video video games? The largest class in leisure? Appears unusual, nevertheless it’s not outlandish. And gaming is especially tempting due to the prices in comparison with leisure. Virtually each Marvel film earns a billion-dollars the 12 months it’s launched, in addition to a handful of different movies. However there are dozens of cellular video games that earn a billion {dollars} per 12 months. Most Individuals most likely consider Pokémon GO as a summer season development from 5 years in the past, in the event that they recall the sport in any respect. In 2019, Pokémon GO earned $7.3 billion from in-app funds alone, based on Sensor Tower information; that compares favorably to “Avengers: Endgame,” the highest-grossing movie that 12 months, which earned $2.8 billion. And think about how a lot much less a sport prices to supply, with voice-over artists as a substitute of solid lists price a whole bunch of tens of millions of {dollars}. With out even mentioning Twitch, Amazon has billions of causes to be all-in on gaming.

Maintaining Tempo? 

Within the run-up to the launch of the Nielsen One omnichannel scores service late subsequent 12 months, Nielsen stated it’s going to mix three of its streaming measurement options – digital adverts, content material and platforms – right into a single forex, Adweek studies. Consolidating a couple of of those fractured media channels is a essential precursor to the creation of a single holistic ranking. Nielsen will rebrand two of its streaming measurement merchandise, which the corporate stated can also be a part of the buildup to the larger rebrand with the swap to Nielsen One. The regular drumbeat of stories and bulletins will seemingly proceed, too, as a result of Nielsen is making an attempt to fend off alternative measurement suppliers, since broadcasters are testing many different currencies or measurement suppliers proper now, or outright disputing the notion of a single referee serving because the business’s solely forex. Nielsen desires these broadcasters to be testing its merchandise, not options.

Rethink Button

Digital advert costs are by the roof. The pause in advert spending in the course of the pandemic led to a web-based growth, fueled as properly by client tendencies as folks added CTV subscriptions or modified their residence web service (generally with a swap from cable TV to streaming). However the elevated competitors has additionally jacked up advert costs. The price of a Fb CPM, for instance, spiked 33% from late 2019, whereas Instagram CPMs jumped 23%, Axios studies. Prices per click on on Google, in the meantime, are up 23%. The added prices are considerably extra prohibitive for digital-native manufacturers that rely on social platforms to search out first-time clients, since most don’t have a retail presence. And together with value will increase, on-line focusing on has misplaced a few of its muscle, primarily because of Apple’s latest iOS privateness modifications and Google Chrome’s dedication to section out third-party cookies. In consequence, some advert budgets are shifting again to linear TV and even junk mail as entrepreneurs take a tough take a look at their technique and media combine.

However Wait, There’s Extra!   

Comcast will get in on the good TV sport with the rollout of Sky Glass in Europe. [WSJ]

Google’s 4 principal rivals are leaning on the EU to rein within the Chrome browser. [Insider]

Tremendous League Gaming acquires Bloxbiz. [Ad Age]

Fb is pushing again in opposition to the FTC’s revised antitrust case. [Digiday]

Zynga acquired cellular sport developer StarLark for $525M. [release]

TikTok added six licensed sound companions to its advertising companions program. [Adweek]

You’re Employed

TBWA/Worldwide hires Ben Williams as world chief artistic expertise officer. [release]

Kathryn Spaeth joins Wavemaker as world chief transformation officer. [Campaign]

ID5 provides a senior director of writer growth, and head of authorized. [release]

Wieden+Kennedy hires Jai Tedeschi as world director of tradition and operations. [Ad Age]

FreeWheel promotes Virginie Dremeaux to VP of selling and comms in Europe. [release]