In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, explores the dynamic world of gaming advertising with industry experts Yun Yip, Chief Commercial Officer at iion, and Ori Gold, CEO and Co-Founder of Bench. Together, they discuss new research on attention across various gaming formats, revealing the untapped potential of this medium in reaching diverse audiences. The conversation delves into the misconceptions surrounding gaming demographics, the importance of creative integration, and the evolving measurement landscape. Tune in to discover actionable insights for marketers looking to harness the power of gaming in their advertising strategies.