{
 "estimates_us": [
  {
   "label": "EMARKETER, March 2024 forecast · 2024",
   "value": 8.59,
   "note": "US, mobile 90.4%",
   "src": [
    "GAM-A-S04"
   ]
  },
  {
   "label": "eMarketer via IAB, vintage unstated · 2024",
   "value": 8.53,
   "note": "US",
   "src": [
    "GAM-A-S21"
   ]
  },
  {
   "label": "eMarketer via IAB, vintage unstated · 2027",
   "value": 11.49,
   "note": "US",
   "src": [
    "GAM-A-S21"
   ]
  },
  {
   "label": "EMARKETER via Digiday, July 2026 · 2026",
   "value": 9.21,
   "note": "US, excl. esports and video",
   "src": [
    "GAM-V-A-S01"
   ]
  },
  {
   "label": "EMARKETER via Digiday, July 2026 · 2027",
   "value": 9.7,
   "note": "US, excl. esports and video",
   "src": [
    "GAM-V-A-S01"
   ]
  },
  {
   "label": "EMARKETER via Digiday, July 2026 · 2028",
   "value": 10.2,
   "note": "US, excl. esports and video",
   "src": [
    "GAM-V-A-S01"
   ]
  },
  {
   "label": "WPP Media, December 2025 · 2025",
   "value": 8.5,
   "note": "global, undefined",
   "src": [
    "GAM-A-S15"
   ]
  }
 ],
 "emarketer_statements": [
  {
   "text": "December 2025 article: \"nearly $10 billion\" by 2029",
   "src": [
    "GAM-A-S02"
   ]
  },
  {
   "text": "January 2026 FAQ: \"will surpass $10 billion by 2029\"",
   "src": [
    "GAM-A-S01"
   ]
  }
 ],
 "sellers": [
  {
   "vendor": "Anzu",
   "publisher_entries": 1117,
   "unique_domains": 957,
   "src": [
    "GAM-B-S01"
   ]
  },
  {
   "vendor": "IION",
   "publisher_entries": 268,
   "unique_domains": 263,
   "src": [
    "GAM-B-S03"
   ]
  },
  {
   "vendor": "Gadsme",
   "publisher_entries": 223,
   "unique_domains": 222,
   "src": [
    "GAM-B-S04"
   ]
  },
  {
   "vendor": "Adverty",
   "publisher_entries": 121,
   "unique_domains": 119,
   "src": [
    "GAM-B-S05"
   ]
  },
  {
   "vendor": "Gameloft (COMBO!)",
   "publisher_entries": 31,
   "unique_domains": 31,
   "src": [
    "GAM-B-S06"
   ]
  },
  {
   "vendor": "Frameplay",
   "publisher_entries": 30,
   "unique_domains": 27,
   "src": [
    "GAM-B-S02"
   ]
  }
 ],
 "sellers_overlap": {
  "sum_unique_by_vendor": 1619,
  "unique_across_files": 1381,
  "duplicates_removed": 238,
  "in_two_or_more": 176
 },
 "console": [
  {
   "lane": "Xbox",
   "date": "2022-04-18",
   "kind": "announce",
   "label": "Reported in-game ad plan, unverified",
   "src": [
    "GAM-G-S07"
   ]
  },
  {
   "lane": "Xbox",
   "date": "2026-07-23",
   "kind": "other",
   "label": "Cloud test: ads before play",
   "src": [
    "GAM-G-S01"
   ],
   "up": true,
   "flip": true
  },
  {
   "lane": "PlayStation",
   "date": "2026-08-31",
   "kind": "launch",
   "label": "Live TV on PS5: TV, not play",
   "src": [
    "GAM-G-S13"
   ],
   "flip": true
  },
  {
   "lane": "Cloud",
   "date": "2024-03-05",
   "kind": "launch",
   "label": "GeForce NOW: ads in the queue",
   "src": [
    "GAM-G-S18"
   ]
  },
  {
   "lane": "Cloud",
   "date": "2025-05-06",
   "kind": "other",
   "label": "Luna: ads while connecting",
   "src": [
    "GAM-G-S19"
   ],
   "up": true
  },
  {
   "lane": "EA titles",
   "date": "2025-11-17",
   "kind": "launch",
   "label": "FC 26 in-match ad boards, US",
   "src": [
    "GAM-R-S323"
   ],
   "up": true,
   "flip": true
  },
  {
   "lane": "EA titles",
   "date": "2026-06-15",
   "kind": "launch",
   "label": "EA Advertising, in gameplay",
   "src": [
    "GAM-G-S25"
   ],
   "flip": true
  }
 ],
 "events": [
  {
   "lane": "Specialists",
   "date": "2021-10-04",
   "kind": "close",
   "label": "Bloxbiz to Super League",
   "src": [
    "GAM-U-S13"
   ]
  },
  {
   "lane": "Specialists",
   "date": "2022-06-21",
   "kind": "announce",
   "label": "Admix-LandVault merger announced",
   "src": [
    "GAM-U-S09"
   ],
   "up": true
  },
  {
   "lane": "Specialists",
   "date": "2024-03-22",
   "kind": "other",
   "label": "Bidstack plc administration",
   "src": [
    "GAM-U-S06"
   ]
  },
  {
   "lane": "Specialists",
   "date": "2026-01-05",
   "kind": "close",
   "label": "Let's Bounce to Super League",
   "src": [
    "GAM-B-S45"
   ],
   "up": true,
   "flip": true
  },
  {
   "lane": "Specialists",
   "date": "2026-05-01",
   "kind": "close",
   "label": "Misfits Ads line sold",
   "src": [
    "GAM-U-S15"
   ],
   "up": true
  },
  {
   "lane": "Specialists",
   "date": "2026-06-18",
   "kind": "other",
   "label": "Bidstack Ltd liquidation",
   "src": [
    "GAM-U-S01"
   ],
   "flip": true
  },
  {
   "lane": "Platforms",
   "date": "2023-10-13",
   "kind": "close",
   "label": "Microsoft completes Activision",
   "src": [
    "GAM-U-S23"
   ],
   "up": true
  },
  {
   "lane": "Platforms",
   "date": "2025-04-01",
   "kind": "announce",
   "label": "Roblox announces Google routes",
   "src": [
    "GAM-I-S14"
   ],
   "flip": true
  },
  {
   "lane": "Platforms",
   "date": "2026-06-15",
   "kind": "launch",
   "label": "EA Advertising launches",
   "src": [
    "GAM-G-S25"
   ],
   "up": true,
   "flip": true
  },
  {
   "lane": "Adjacent",
   "date": "2024-05-08",
   "kind": "close",
   "label": "Overwolf buys NitroPay",
   "src": [
    "GAM-U-S27"
   ]
  },
  {
   "lane": "Adjacent",
   "date": "2025-08-30",
   "kind": "close",
   "label": "Enthusiast sells direct sales",
   "src": [
    "GAM-U-S21"
   ],
   "up": true
  },
  {
   "lane": "Adjacent",
   "date": "2026-06-19",
   "kind": "close",
   "label": "Venatus control change",
   "src": [
    "GAM-U-S17"
   ],
   "flip": true
  },
  {
   "lane": "Measurement",
   "date": "2024-08-09",
   "kind": "retire",
   "label": "GARM discontinued",
   "src": [
    "GAM-D-S13"
   ],
   "flip": true
  },
  {
   "lane": "Measurement",
   "date": "2024-09-30",
   "kind": "retire",
   "label": "Oracle Moat ends",
   "src": [
    "GAM-U-S22"
   ],
   "up": true
  }
 ],
 "rules": [
  {
   "lane": "COPPA and FTC",
   "date": "2025-01-16",
   "kind": "announce",
   "label": "COPPA changes announced",
   "src": [
    "GAM-E-S01"
   ],
   "up": true
  },
  {
   "lane": "COPPA and FTC",
   "date": "2025-06-23",
   "kind": "launch",
   "label": "Amended rule effective",
   "src": [
    "GAM-E-S01"
   ]
  },
  {
   "lane": "COPPA and FTC",
   "date": "2026-02-25",
   "kind": "other",
   "label": "FTC age-check statement",
   "src": [
    "GAM-E-S03"
   ],
   "up": true
  },
  {
   "lane": "COPPA and FTC",
   "date": "2026-04-22",
   "kind": "close",
   "label": "Compliance date",
   "src": [
    "GAM-E-S01"
   ]
  },
  {
   "lane": "States",
   "date": "2025-10-01",
   "kind": "launch",
   "label": "Maryland data act",
   "src": [
    "GAM-E-S28"
   ],
   "up": true
  },
  {
   "lane": "States",
   "date": "2026-05-15",
   "kind": "other",
   "label": "Louisiana law voided, reset to 2027",
   "src": [
    "GAM-NFA-S10"
   ]
  },
  {
   "lane": "States",
   "date": "2027-05-06",
   "kind": "announce",
   "label": "Utah duties begin",
   "src": [
    "GAM-E-S23"
   ],
   "up": true,
   "flip": true
  },
  {
   "lane": "Roblox",
   "date": "2026-05-01",
   "kind": "launch",
   "label": "Integrations terms",
   "src": [
    "GAM-E-S10"
   ],
   "flip": true
  },
  {
   "lane": "Roblox",
   "date": "2026-09-30",
   "kind": "announce",
   "label": "Revenue share (terms)",
   "src": [
    "GAM-E-S10"
   ],
   "up": true,
   "flip": true
  },
  {
   "lane": "Roblox",
   "date": "2027-01-01",
   "kind": "announce",
   "label": "Revenue share (Creator Hub)",
   "src": [
    "GAM-E-S11"
   ]
  }
 ],
 "studies": [
  {
   "sponsor": "Seller, vendor or trade body",
   "src": [
    "GAM-H-S05",
    "GAM-H-S04",
    "GAM-H-S06",
    "GAM-H-S07",
    "GAM-H-S09",
    "GAM-H-S08",
    "GAM-H-S10",
    "GAM-H-S11",
    "GAM-H-S12",
    "GAM-H-S14",
    "GAM-H-S15",
    "GAM-H-S17",
    "GAM-H-S18",
    "GAM-H-S19",
    "GAM-H-S20",
    "GAM-H-S22",
    "GAM-H-S23",
    "GAM-H-S25",
    "GAM-H-S26",
    "GAM-H-S27",
    "GAM-H-S28",
    "GAM-H-S29",
    "GAM-FRAMEPLAY-S23",
    "GAM-FRAMEPLAY-S25",
    "GAM-R-S328"
   ],
   "n": 25,
   "designs": [
    "Attention or biometric",
    "Survey or brand lift",
    "Case study or method unstated"
   ]
  },
  {
   "sponsor": "Agency-led, sellers involved",
   "src": [
    "GAM-H-S01"
   ],
   "n": 1,
   "designs": [
    "Attention or biometric"
   ]
  },
  {
   "sponsor": "Academic, funding not stated",
   "src": [
    "GAM-H-S31",
    "GAM-H-S32",
    "GAM-H-S33",
    "GAM-H-S34",
    "GAM-H-S35",
    "GAM-H-S36",
    "GAM-H-S37"
   ],
   "n": 7,
   "designs": [
    "Meta-analysis",
    "Controlled experiment",
    "Case study or method unstated"
   ]
  },
  {
   "sponsor": "Academic, no outside funding",
   "src": [
    "GAM-H-S30"
   ],
   "n": 1,
   "designs": [
    "Attention or biometric"
   ]
  }
 ],
 "studies_total": 34,
 "exits_since_2021": 3,
 "market_events_rows": 22
}