Virtual OOH, or out-of-world, is still young, but top brands are embracing the opportunities Could in-game advertising one day rival Facebook’s scale? Ad pioneers, enabled by programmatic tech, believe targeted ads and branded integrations delivered natively into 3 billion gamers’ favorite worlds could bring about a new era of economic prosperity and fund the birth of a metaverse. As part of our deep dive into all things gaming, The Drum talks to the very execs laying these virtual foundations. Mobile gamers are all-too-familiar with interruptions such as immersion-breaking ads flanking short sessions in freemium titles. Some opt to watch rewarded ads (view for lives), some stump up cash to block them, and others inevitably ditch the game for good. For better or worse, advertisers are now integrating ads into other gaming worlds.