Attention & Engagement
In-game ads have high viewability as the non-intrusive ad units are seamlessly served as part of gameplay.
Standard measurement of viewability of an emerging format is essential so everyone is measuring viewed impressions in the same way. They recognise the unique environment and aspects of in-game formats and help level the playing field so everyone is talking and crucially reporting viewed impressions in the same way.
AdInMo is part of an international taskforce that helped develop guidelines for in-game measurement in a joint collaboration between IAB, IAB Tech Lab, and the Media Rating Council (MRC). The published guidelines recognises the unique 2D and 3D environments of and aspects on in-game formats.
Incorporate new advertising formats beyond two-dimensional and video as it relates to viewability within in-game environments.
Define in-game measurement terms (impressions, reach / frequency, and engagement) to align with broader cross-channel measurement efforts.