More companies are looking to build end-to-end platforms and ecosystems in a bid to leverage greater ownership of their products, talent, audiences and revenue – especially as gaming and the metaverse offer deep opportunities to connect.

The industry is seeing bigger, more powerful, and more resilient tech stacks being built to deliver better performance for clients and investors, and better, more rounded experiences for consumers. The pandemic has also opened the eyes of the advertising industry to the potential that exists via emerging channels such as gaming, writes Paul Lowrey, director of strategy, insight and marketing, at ad tech company...