IAB Sets Standards for In-Game Ad Measurement

The Interactive Advertising Bureau (IAB) has released guidelines to establish a common methodology for measuring ads that appear in PC or console-based games.

The new In-Game Advertising Measurement Guidelines, which were designed in collaboration with industry stakeholders, also provide measurement definitions to help marketers better understand and quantify the value of ad exposure within the gaming environment.

Jeremy Fain, VP of Industry Services at the IAB, explains: 'When these guidelines are widely adopted by game publishers and ad servers, it will be easier for marketers and agencies to justify larger investments as consumers spend more time playing immersive games.'

Members of the industry are encouraged to read the proposed guidelines and submit comments on the IAB site at: www.iab.net/in-game . After the comment period closes on July 17, 2009, the feedback will be reviewed and the guidelines will be finalized and released.

'The IAB's work in providing measurement guidelines has supplied critical tools to the industry,' said George Ivie, CEO and Executive Director of the Media Rating Council (MRC). 'These guidelines help build the foundation for a strong future.'

The IAB is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the US, and is online at www.iab.net .

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