New In-Game Ad Measurement Devised
Interpret LLC and IGA Worldwide announced an in-game advertising rating system that will enable ad agencies and game publishers to use a common way of rating ad effectiveness.
IGA Worldwide’s in-game ad network will be measured by Interpret’s proprietary third-party measurement currency, Gameasure, which is fed data from thousands of gamers ranging from PC console users to casual online card players. It then provides title, demographics, reach, frequency, duration, and depth of engagement metrics. Gameasure is compliant with the Media Rating Council (MRC) minimum standards compliance. "For the first time in the evolution of in-game advertising, advertisers will be provided with an independent measure of the value of dynamically served ads," said Justin Townsend, CEO of IGA Worldwide. "Brands want proven metrics for their ad investment and IGA is the first company to deliver third-party data that is far and away ahead what’s available in traditional advertising mediums," he added.