This third part of Omdia's in-game advertising series of reports assesses technology advances facilitating new types of native in-game ads, advantages and disadvantages of this new breed of in-game advertising, and the innovators.
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In-Game Advertising: Native In-Game Market Dynamics
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The Analyst Team
Matthew Bailey
Follow AnalystSenior Principal Analyst, Advertising
Matthew Bailey leads Omdia’s advertising research, covering the global digital and traditional media advertising sectors. Matthew’s research focuses on the ad operations of big tech players, TV broadcaster advertising strategies, ad-supported online video (AVOD/FAST), retail media, and the evolving connected TV advertising landscape.
He also has expertise in—and produces research into—the broader media, entertainment, and technology industry, including OTT video, digital publishing, social media, video games, and consumer platforms and devices.
Prior to joining Omdia, formerly Ovum, in 2015, Matthew worked as a senior research analyst at MarketLine. He holds a degree in English language and literature from the University of Leeds.
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