The Interactive Advertising Bureau (IAB) released guidelines for in-game
advertising measurement. If you've considered purchasing advertising in
this format, the IAB's recommendations might come in handy as for as long as
in-game ads have been around, everyone from media buyers to game publishers have
struggled with ways to measure engagement and time users spend playing.
The guidelines describe what constitutes an ad impression within the game
environment as one that needs to be visible on the screen for at least 10
seconds before it is counted, establishes a common methodology for counting
impression (which hopefully will make it easier to buy and sell), and provides
some important definitions to help everyone understand and quantify the value.
“We worked with key industry stakeholders to develop a single methodology
for in-game advertising measurement,” said Jeremy Fain, vice president of
IAB’s Industry Services. “We are confident that consumers’ increasing
appetite for in-game experiences coupled with the widespread adoption of these
guidelines by game publishers and ad servers will pave the way for more
marketing innovation and spending in the games platform.”
“Establishing a standard methodology for measurement within an in-game
environment eases the transactional process for marketers, and will allow for
continued growth,” said David Gunzerath, SVP, Associate Director, Media Rating
Council (MRC). “These guidelines will provide the framework for auditing ad
impression measurement thus enhancing accountability within in-game
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