Everyone's betting on video games as a gateway to expanding their megaplatforms, Bain said in a report.
Many viewers will watch the game while looking at another digital screen, such as a smartphone, tablet or laptop.
Amazon's sponsored product ad format drove the biggest yearly gain on Cyber Monday.
More than half (56%) of TikTok users said they have bought a product promoted on TikTok.
Almost three quarters of consumers are willing to share personal data with brands they trust.
Advertisers and agencies see the highest match rates from DCRs that they control, at an average of 52%.
Personal music downloads and streaming music services are also popular among mobile consumers.
Household penetration of video streaming is now at 89%, Kantar said in a report.
Direct mail is poised to make a comeback as small- and medium-sized businesses face higher prices to advertise on social media.
The effect of time-shifted viewing is notable, considering fewer households that watch TV are using set-top boxes from traditional cable and satellite providers.