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Work & Wellbeing Adtech Gaming

IAB UK develops unified ad framework for gaming and esports


By John Glenday | Reporter

August 27, 2021 | 2 min read

A pan-European and US drive to bring order to the exploding gaming ad market has concluded with a gaming and esports Advertising Framework.


Big brands are increasingly becoming interested in the esports domain

The standardized set of terms should help those buying or selling gaming ad inventory. As the gaming ad industry becomes increasingly mainstream, common terminology helps benchmark performance and separate the wheat from the chaff.

Antonio Dale Forte, IAB UK’s gaming group lead, said: “To enable sustainable growth in an emerging format, the foundations need to be solid. By creating a linguistic framework for the gaming and esports advertising market, we have taken the first step to ensure these burgeoning formats can be clearly and effectively communicated, bought and sold.”

Split between ‘user’ and ‘viewer’ categories, the framework is structured as a easily-referenced cheat sheet to make sense of the more head-scratching terms employed by gamers, without the need to digest the entire volume and its myriad options, categories and capabilities.

Designed for international use, IAB UK has promised to update the framework regularly as new terms enter the gaming lexicon.

Big brands such as BMW are increasingly interested in the esports domain as a fast-track to courting younger audiences.

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The Internet Advertising Bureau (IAB UK) is the industry body for digital advertising, committed to building a sustainable future for digital advertising. We do this by bringing the industry together through our 1,200 members including media owners, agencies and brands.

Our belief is that digital is the smartest way for brands to reach and wow their customers. We are here to help simplify and explain the sometimes complex world of digital advertising, as a trusted source of research, guidance and education, as well as celebrating the very best in creative talent.

We do this through a range of activities, events, training, research, setting standards, helping the industry to remain self-regulated and more.

Digital advertising is continuously growing and evolving. We are not-for-profit and exist to promote industry collaboration between our members to develop standards, best practices, critical research and provide the educational resources businesses need to grow their brands both successfully and sustainably.

Everything the IAB does falls under three principles:

- Tackle and address the big issues

- Highlight what works and celebrate digital

- Look to the future and help businesses prepare.

If you’re interested in becoming a member visit

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