Gaming is a vehicle for interactive, relevant, privacy-first media experiences: all key drivers on the road to the future of media, Media 3.0. But a major roadblock to getting gaming on the media plan has been the ability to reach audiences at scale. How can marketers plan to reach audiences across disparate channels, games and platforms? When should marketers go granular with data and when should they just go for scale? Where will the audiences be? What makes gaming a good proposition, and how does it fit within the broader media mix? What should media strategists be communicating to their CMOs about the value of gaming advertising, and how can media planners be supported? How can advertisers be relevant for consumers and take advantage of the interactive medium while respecting user privacy?