US In-Game Ad Revenues Forecast 2024

Mobile Still Dominates as New Ad Formats Attract Brands

After a few tumultuous years, in-game advertising will grow solidly through 2028. Game developers still buy most of the ads served in games. But new, more standardized formats have lured brands that are attracted by gaming’s huge and diverse audience.

Key Question: How quickly is in-game advertising growing, and where are the opportunities for brands?

Key Stat: After 2023’s rapid increase in US game ad revenues, growth will hover at a steady rate in the next few years—but not fast enough to sustain gaming’s current share of overall digital ad revenues.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

7expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. The post-ATT game landscape gives brands new opportunities
    3. In-game advertising will grow at a moderate pace as its share of digital ad spend remains small
    1. The increased sophistication of games will attract more brand dollars
    2. EMARKETER Interviews
    3. Sources
    1. Media Gallery

    Interviewed for This Report

    Sean Holzman
    The Trade Desk
    General Manager, Inventory Development
    Interviewed May 8, 2024
    Kunal Nagpal
    Chief Business Officer
    Interviewed May 13, 2024
    Lashanne Phang
    Vice President, Mobile
    Interviewed April 19, 2024
    Adam Smart
    Director, Product–Gaming
    Interviewed February 14, 2024
    Daniel Tchernahovsky
    Vice President, Global Business Development
    Interviewed April 30, 2024
    Michael Tighe
    Lumen Research
    Lead Attention Consultant
    Interviewed May 13, 2024
    Natalia Vasilyeva
    Executive Vice President, Marketing and Strategy
    Interviewed May 2, 2024

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.


    Yoram Wurmser


    Ross Benes
    Chris Keating
    Director, Research
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Andrew Spink
    Forecasting Analyst

    "Behind the Numbers" Podcast