IAB Unveils In-Game Ad Guidelines

In the US, the Interactive Advertising Bureau (IAB) has released the final version of its In-Game Advertising Measurement Guidelines, to help game publishers measure the ads that appear in PC or console-based games.

In-game ads must be visible on the screen for at least 10 seconds before the ad is counted as an impression.

A draft of the IAB's guidelines was issued in the summer with a request for industry feedback. The finalized directive provides key measurement definitions to establish a common methodology for counting impressions, to aid the buying and selling of in-game advertising.

'Establishing a standard methodology for measurement within an in-game environment eases the transactional process for marketers, and will allow for continued growth,' explained David Gunzerath, SVP, Associate Director at the Media Rating Council (MRC). 'These guidelines will provide the framework for auditing ad impression measurement thus enhancing accountability within in-game advertising.'

The new guidelines can be viewed at www.iab.net/in-game .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.