The IAB Tech Lab’s Measurement Standards For In-Game Advertising
Summary
• The new draft version of proposed changes to the Intrinsic In-Game (IIG) Measurement Standards was released in June 2022 and open for public comments to July 2022. The new standards are focused on: • Re-examining the 10-second cumulative exposure duration for counting a valid impression that includes “sight, sound, and motion,” as well as 3D and virtual environments. The document published by the IAB Tech Lab and MRC addresses the challenges faced by organizations involved in the gaming industry and in-game advertising planners and buyers. As these standards have been developed by the IAB Tech Lab and MRC, companies operating in the in-game advertising industry should view them as a set of guidelines. Gaming is influencing daily life and evolving into an interaction language that makes it easier to connect the real and digital worlds as a result of these “always-on” consuming habits.
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