Games are emerging as an alternative ad channel in the no-cookie universe. Retail giant Walmart is partnering with 3D experience platform Unity to give Unity developers the opportunity to incorporate Walmart commerce APIs into games, virtual environments and apps. Players will be enabled to make purchases of physical goods without leaving the game.

Fitness center chain Planet Fitness has announced the launch of a multi-channel media network that will allow advertisers to connect with PF members in-club and across a range of digital destinations. In-club media will help advertisers reach members on screens located throughout PF premises, while digital audiences will be made available across channels such as CTV and social media through a partnership with LiveRamp. Planet Fitness has around 18 million members, skewing towards the valuable Gen X and Millennial segments.

Marketers have plenty of tech, according to Ninth Edition of Salesforce’s State of Marketing Report: 72% have a CDP, and even more have tools for analytics (88%), CRM (86%) and journey management (78%).  But just 32% are fully satisfied with the results of their marketing investments.  They have reason to be unhappy: barely half have fully integrated data, under 60% have real time data, and just 40% can pull a customer segment without IT assistance.