Electronic Arts has built its own ad server in a renewed push for ad dollars

June 16, 2026 Presented by Electronic Arts (EA) has spent years telling us it’s in the game. Now it wants brands in there too. The games developer has built its own ad server into its Frostbite engine and is now staffing up the commercial layer to sell it. Job postings across its careers site show it is hiring for at least six roles spanning ad tech engineering data analytics, ad operations and product marketing.  Advertisement TOP STORY Gaming & Esports Electronic Arts has built its own ad server in a renewed push for ad dollars Electronic Arts has a plan to offset rising game costs: it’s called advertising. OTHER THINGS TO KNOW Join us in Miami, September 14-16 at the Digiday Publishing Summit to hear how media companies are building and adapting their business models to address and overcome current industry challenges. According to a recent Digiday and Piano survey, the majority of publishers (84%) are currently using or actively piloting AI tools for ad sales or ad operations, including proposal generation and campaign management. Partner insights from Piano. When AI operates in a unified system, business gains aren’t theoretical. After implementing a single operational layer — which didn’t involve a better creative tool or smarter bidder — one travel advertiser saw incremental bookings rise 34%. Partner insights from Clinch. A MESSAGE FROM T-MOBILE Meet Every Moment with T-Mobile Advertising Solutions Together with Blis and Vistar Media, we help brands make meaningful connections with millions of customers. Go beyond reach and drive results with ads that are more relevant, effective, and connected. Learn more MEDIA & PLATFORMS Zero-click Future WPP forecasts AI search ads to become fastest growing channel in advertising Twin projections from holdco WPP and Madison & Wall, peg rising search spend amid a resilient ad economy, which is still expected to grow despite headwinds. Strategizing for the Future Ad Tech Briefing: The shifting tides behind Publicis and The Trade Desk's détente Plus, the five key questions marketers have to ask about AI platform pitches. PARTNER INSIGHTS FROM NEXXEN ACR data is invaluable, but only if it lives within DSPs TV has never been richer in signals, ranging from contextual intelligence to identity graphs, outcome measurement to overloaded dashboards. Despite this sophistication, too many TV strategies still break down at the moments that matter most. PARTNER INSIGHTS FROM VIOOH The programmatic DOOH market is becoming more curated and audience-driven As the DOOH landscape has expanded, the supply game has become more diverse, but also harder to plan against. Advertisement THE BUSINESS OF AI The Business of AI What are digital twins? Marketers weigh the opportunities and risks Digital twins are helping brands scale content and talent deals. Marketers are still navigating the tradeoffs. AI Revenue Generation Taboola expands DeeperDive into an ad network for AI apps and agents The company sees a larger opportunity in powering advertising across conversational experiences. PARTNER INSIGHTS FROM SHEERID Why loyalty data is key to lifecycle marketing Because shoppers only want brands to know them on their own terms, brands are rethinking loyalty as a lifecycle strategy grounded in trust, transparency and a clear value exchange that evolves with the customer over time. CANNES LIONS Beyond Ads An introvert's guide to navigating Cannes Lions 2026 How to enjoy Cannes Lions when you’re a true introvert. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy