Oracle in 3D In-Game Ad Measurement Tech 'First'

Software giant Oracle has launched what it claims is the world's first ad measurement technology for 3D in-game environments.

The latest updates to the Oracle Advertising and Customer Experience platform will enable advertisers to measure ad impression delivery and General Invalid Traffic (GIVT) for PC, mobile, and web-based gaming environments in Oracle Moat Measurement. Oracle Moat allows advertisers to measure impressions and GIVT to determine whether an ad was served to a human, and to avoid ad spend on invalid traffic or fraudulent activity - and includes solutions for ad verification, attention, brand safety, advertising effectiveness, and cross-platform reach and frequency.

Oracle Advertising's Chief Product Officer Derek Wise (pictured) says the announcement 'represents an important step forward in understanding ad performance in 3D in-game environments', and adds: 'We're proud to be able to equip advertisers with the confidence and tools they need to make more informed buying decisions to reach these highly engaged audiences'.

Web site: www.oracle.com .