Is digital game advertising reaching maturity?

Results of a recent survey released by the IAB suggests that ad execs believe the medium is now as easy to plan as other digital channels like CTV or online video.

The study finds that digital game advertising has matured to the point that more than a third of its budgets are now derived from dedicated game-specific allocations, while nearly as much (33%) comes from overall media budgets. Nearly a quarter (23%) of game advertising budgets come from device-specific allocations, while only 9% is deemed "experimental" or R&D budgeting.

Full story at MediaPost.