In a joint collaboration between IAB, IAB Tech Lab, and the Media Rating Council (MRC), IAB has released its Intrinsic In-Game (IIG) Measurement Guidelines to establish updated measurement guidelines for ads that appear within gameplay.
When IAB released its current standard of in-game ad measurement standards in 2009, video games and advertising technology were in a vastly different stage of development. The updated standards will address ad viewability, measurement, inactivity, and fraud with intrinsic in-game ads bringing them up to par with the rest of digital media. Intrinsic in-game ads refers to native in-game or in-play ads that are placed ‘in the game’ enabling a seamless part of the gameplay environment. As more companies enter the gaming ecosystem, it . . .
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