Criteo

Electronic Arts Bets In-Game Ads Can Out‑earn CTV

Electronic Arts has launched an advertising unit and its own ad platform (an ad server and SDK) to scale in-game advertising across its sports and other titles. Alex Dao, EA’s VP of advertising and sponsorship, said the platform enables dynamic ad serving, geo-targeting, flight-date targeting, impression measurement aligned to IAB standards, and packages built around gameplay behaviour. EA currently has the technology live on a handful of titles and is intentionally not yet integrating major third-party buyers like The Trade Desk or Criteo while it refines the player experience. Industry analysts note EA’s early-mover position in premium sports gaming, and eMarketer forecasts U.S. game ad spend reaching $9.21 billion in 2026 and growing to $10.2 billion by 2028.

Agentic Commerce: Hype, Standards and Platform Push

The article analyzes 'Agentic Commerce'—autonomous AI agents that search, compare and complete purchases for users—and assesses its commercial potential. It cites forecasts (McKinsey: up to $5 trillion B2C by 2030) and current commercial experiments from major tech and payments players. Google positions itself as a central platform with the open-source Universal Commerce Protocol (UCP) and a Universal Cart launched at I/O 2026; OpenAI previously introduced an Agentic Commerce Protocol (ACP) with Stripe but scaled back instant checkout. Retailers (Otto, Zalando) and adtech/payment firms (Criteo, PayPal, Mastercard, Visa) are testing integrations or tooling, while industry experts warn of complexity, merchant control loss, and limits in categories like fashion. The piece concludes agentic commerce is likely evolutionary—an additional channel—rather than a wholesale replacement of e-commerce.

Awin Expands Discovery Intelligence with ScalePost Partnership

Awin announced a partnership with ScalePost and a set of platform enhancements aimed at measuring and acting on AI-driven brand discovery. The company introduced capabilities named AI Visibility and Smart Search to show when brands are surfaced in AI-driven experiences and to help advertisers find publisher partners using natural-language prompts. ScalePost will act as an additional measurement layer, using first‑party data to record real AI citations. Awin also cited collaborations with Peec.ai and Profound to broaden influence measurement across the customer journey, and claimed that accounting for AI interactions can increase observed engagement by three to six times.