In-Game Advertising Measurement Guidelines

A completely different activity than simply Web-browsing, advertising in games follows a very different set of guidelines for counting impressions. Quality impressions for in-game ads are dependent on factors such as: ad exposure time, game lighting conditions, angle relative to the screen, obstruction by game elements, and idle periods. The In-Game Advertising Measurement Guidelines provide details on what constitutes an impression for ads displayed in an online game. Guidance is also provided for deferred impressions (impressions that occur while offline), session definition and interactivity thresholds, frequency and exposure capping, user attribution (unique users), engagement, auditing guidelines, reporting parameters, and guidance for disclosure.

Scope: Limited to dynamic, in-game ads that appear in console-based or PC games. Excluded from these guidelines are . . .

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