The Interactive Advertising Bureau (IAB) has just announced the release of In-game Advertising Measurement Guidelines. The IAB’s proposed new guidelines cover dynamic, in-game advertisements that appear in PC or console-based games and:
- Establish a common methodology for counting impressions, thus making it easier to buy and sell in-game advertising
- Provide key measurement definitions to help marketers better understand and quantify the value of advertising exposure within the gaming environment
The guidelines document (PDF) covers scope and applicability of the guidelines, a glossary, measurement definitions and other metrics, auditing guidelines, general reporting parameters, and disclosure guidance.
"Because the in-game environment is unique in advertising with regard to its level of consumer engagement and the way advertising is experienced within those environments, it requires specific methodology for counting impressions," said Jeremy Fain, Vice President of Industry Services of the IAB.
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