Gaming is the single largest media channel on the planet. Bigger than streaming. Bigger than social media. Bigger than CTV. 3.5 billion people play at least one game every month — that's 90% of everyone connected to the internet. And yet the advertising industry has spent the last two decades pretending gaming doesn't exist. In this interview, I sit down with Itamar Benedy, the founder and CEO of Anzu, the company pioneering programmatic in-game advertising with native 3D ad placements inside video games. After eight years building Anzu, Itamar says they haven't even hit 1% of the journey — and explains why that's both the most honest and the most terrifying thing a founder can admit. We dig into why "the year of gaming advertising" has been promised every single January since the Blackberry era and never delivered. Why brands are finally moving budget into gaming — some because the performance arbitrage is undeniable, others because every other channel is collapsing under them. And some just because McKinsey told them to. We break down the infamous Netflix campaign disaster — when Netflix ran ads inside games telling players to stop playing and go watch Netflix — and why that's the perfect case study for everything brands get wrong about gaming audiences. The irony? Netflix is now a gaming company with an ad-supported tier as its fastest-growing revenue line. Itamar explains why lumping 3.5 billion people into one category called "gamers" is the laziest move in media buying, why in-game advertising is essentially digital out-of-home but with actual measurement and targeting, and why the gaming industry sabotaged its own advertising potential for years by going to war with the companies that make advertising work. This conversation is essential viewing for CMOs, media buyers, brand strategists, ad tech professionals, and anyone trying to understand where attention is actually going in 2025 and beyond. ABOUT ITAMAR BENEDY: Itamar Benedy is the founder and CEO of Anzu, a leading in-game advertising platform that delivers programmatic, brand-safe ad placements rendered natively in 3D within video game environments. Anzu works with major brands and game publishers to bridge the gap between where audiences spend their time and where advertising dollars actually go.