The Interactive Advertising Bureau has updated the 3D Ad Measurement Guidelines for the Metaverse

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This week, the Interactive Advertising Bureau re-launched some guidelines for measuring the effectiveness of in-game ads and possibly metaverse ads.

It was the first time since 2009 that the IAB, a standards body for the gaming and advertising industry, had taken such action on in-game ads. At the time, many of the guidelines for mobile ads were still new to the scene at the time.


But this standard considers what will come of in-game 3D visuals for console, PC, mobile, and VR games. And that way, the significance of these new guides is that they point the way to the metaverse, the universe of virtual worlds in which everyone is involved, just like novels like. Snowfall and Loan player usa. Establishing such guidelines is an important part of creating standards that can make a lot of change and innovation-like Metaverse-in computing and play.

Previously, 2D visualization was measured. But in 3D, you never know if a gamer or VR user is actually watching an ad in 3D space. That’s why the group needs to work with the industry to figure out how to properly assign credit for an ad seen – because that’s the main reason people pay for ads – and how to measure that view.

As part of a collaboration between the IAB, the IAB Tech Lab, and the Media Rating Council (MRC), the IAB has released their Intrinsic Gaming (IIG) Measurement Guidelines to establish effective measurement guidelines. for ads that appear in the game. The post is open for public comment for 30 days until July 15, 2022.

When the IAB released its current in-game ad measurement standards in 2009, video games and ad technology were at a very different stage of development. The updated standards will address ad viewability, scalability, inactivity and deception with in-game ads putting them on par with other digital media. For example, an ad must be viewed for at least three seconds before it can be credited. This is a way to avoid any visual fraud.

But the value of the ads is important, because the games where the audience, at least the viewers are seen by the brands and other important targets for the ads.

In-game ads refer to native in-game or in-game ads that are placed “in-game” allowing a seamless feature around the game. As more and more companies enter the gaming ecosystem, it is important that IAB and the IAB Tech Lab team up with the industry to help establish the uniform standards needed to create consistency in the in-game advertising market.

“The game represents a huge opportunity for marketers,” Zoe Soon, vice president of the IAB Experience Center, said in a statement. “With 227 million players in the United States and more than three billion worldwide by the end of this year, it is a premier entertainment channel, especially for Gen Z, the next generation of makers. decisions and home spenders.We have updated the 2009 Game Guidelines to help marketers tap into this oasis of attention and measure results with confidence and transparency.

Updated IIG measurement standards:

  • Review the cumulative exposure time of 10 seconds to calculate a valid impression, including “sight, sound and movement”, as well as 3D and virtual environments.
  • Includes new ad formats beyond two dimensions and video for display in game environments.
  • Defines in-game measurement terms (impressions, reach/frequency, and interaction) to be adapted to broader cross-channel measurement efforts.

“With IIG, we have viewability standards in gaming environments and guidelines for tracking impression measurement, display ad viewability and invalid traffic, considered along with various technical factors such as ad size. Screen, resolution, angle, and lighting, ”Shailley Singh, vice president of product at IAB Tech Lab, said in a statement. “These will be important factors as we prepare to grow in-game advertising and expand advertising growth for marketers and their partners as they move into a new space.”

“Technology has evolved tremendously since we and the IAB published our first set of guidelines for in-game ad measurement, focusing on critical measurement concepts like ad viewability, so it’s important that we will publish this update to accommodate the rapid growth of games, ”George said. Ivie, Director General and CEO of MRC, in a press release. “With IIG’s measurement guidelines, we can now be more consistent compared to vendors who create their own rules for their measurements, which preserves publisher and buyer confidence as the industry collaborates to create an unobtrusive advertising experience. “

The project is a joint effort between the IAB Experience Center, the IAB Tech Lab and the Media Rating Council, with extensive input from IAB UK members and a working group comprised of leading game advertising companies. , brands and agencies.

The Interactive Advertising Bureau is a business group with more than 700 leading media companies, brands, agencies and technology companies responsible for selling, delivering and optimizing digital advertising marketing campaigns.

Here is an excerpt from the visibility of an ad below:

3.2.3 Advertising angle in relation to the game screen

In cases where the ad angle can be measured specifically for the X and Y coordinates, an ad angle not exceeding 55 degrees (on an absolute basis) on the game screen is recommended for a visible impression to be valid. To measure the angle, the measurement must be taken from the focalest point of the ad portion on the screen or the center of the face being measured, with 0 degrees representing the ad facing the screen, with 180 degrees representing in an ad facing away from the screen and 90 degrees representing an intermediate state. However, it is important to note that an important purpose of measuring ad angle is to determine how distorted or compressed the ad presented by the user is, and whether this distortion or compression will affect opportunity to see creation. The magnitude of this distortion or compression may vary depending on the environment or type of creative, and measurement organizations that also consider Z coordinates may find it more complex to measure ad angle. Because of these potential variables, measurement organizations can set different criteria to determine the point at which ad angle, or ad distortion or compression, has reached a point where the creator has not. there is a possibility to be seen. Any differential threshold defined to determine this should be empirically substantiated and documented, as well as periodically reviewed and adjusted as necessary. In addition, measurement organizations should consider uneven or unequal surfaces/advertising objects differently in calculating the angle and determining distortion, as the angle may change depending on the point of measurement or angle- aw. . In these cases, the measurement providers can measure the angle of an uneven surface/object by cutting the ad into approximate pieces and separating the measurement on each piece. Finally, measurement organizations should also consider current industry guidelines regarding Out of Home (OOH) measurement in relation to advertising angle and viewing opportunity, including the requirements of area of ​​exposure.Digital audience measurement standards based on MRC location.

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