Gaming isn’t just entertainment—it’s where audiences live, engage, and connect. With 84% of U.S. internet users aged 16 to 64 identifying as gamers (GWI, 2024)—and 90-95% of Gen Z and Gen Alpha (Newzoo, 2024)—it’s no surprise that brands are investing in gaming to reach their audiences.
But with more investment flowing into gaming environments, how can advertisers truly measure success? Enter the IAB Gaming Measurement Framework—designed to help publishers, brands, and ad tech partners track performance, it defines gaming ad formats and sets clear benchmarks with ‘must-have’ and ‘nice-to-have’ metrics.
The webinar broke down how this framework was developed, how it can help advertisers level up their campaigns, and what it takes to build a winning strategy in the gaming ecosystem.
Speakers
Speakers
Samantha Lim
SVP, Gaming Strategy & Innovation
Publicis Media
Publicis Media - SVP, Gaming Strategy & Innovation
Samantha Lim joined the Publicis Media Content and Innovation team as SVP of Gaming Strategy and Innovation in October 2022. Lim’s 18 years of agency experience includes a heavy emphasis in digital media, bringing a balance of branding and data driven strategy to her clients. Prior to joining the PMCI team, Lim held multiple client and investment lead roles with Starcom. Over the course of her career, Lim has worked on a variety of movie studios and held global leadership roles on Xbox and Amazon. Lim is excited to build on her collective experience of platforms and entertainment to craft truly innovative gaming solutions (via Web2 and Web3) for brands.
Allison McDuffee is a seasoned expert in the advertising industry, bringing over 20 years of experience to her current role as the Head of Global Brand Insights & Measurement at Roblox. In this capacity, she plays a pivotal role in guiding and assessing the success of brands as they engage with millions of users on the Roblox platform. Her expertise in brand insights and measurement has positioned her as a key figure in the advertising landscape, particularly within the rapidly evolving digital and gaming spaces.
Zoe Soon has 10+ years of experience building products in technology-driven businesses with a heavy focus on mobile. Six years ago Zoe flew 21 hours from Sydney to NYC for a 30min coffee meeting which led to her first job in NYC. Since then she’s worked with three major New York based media companies, The New York Times, Condé Nast and Business Insider on projects ranging from location-based apps to paywalls. Zoe began her career as a user researcher and UX design consultant working with three of the top five banks in Australia. She was then hired to establish a user insights practice at Fairfax Media, a leading Australian news and media conglomerate. Here she led the user research for the flagship news apps which won Best Mobile News Product at the 2012 Australian Mobile Awards and went on to become product lead for the news sites. In this role she launched a content paywall and a unified user data system to diversify revenue and enable more targeted marketing.
Prior to joining the IAB Zoe was General Manager of apps and email at Business Insider where she was charged with defining the go-to market strategy for these platforms. In this role Zoe launched Insider Inc’s first OTT apps across Apple, Amazon Fire and Roku offering advertisers cross-platform video digital distribution and access to an audience that generates over 2 billion views each month.
Zoe has a Masters in Organizational Psychology and lives in New York. She enjoys burning pancakes, Cuban salsa dancing and talking to strangers in line.
