NEWS16 June 2009

Console giants collaborate on in-game ad standards

US— Console manufacturers Microsoft and Sony have collaborated with the Interactive Advertising Bureau to produce a draft set of guidelines on the measurement of in-game advertising.


The guidelines seek to establish a common methodology for counting impressions in a bid to make it easier to buy and sell advertising that appears in PC and console-based games. They also set out key measurement definitions that aim to help marketers understand and quantify the value of advertising exposure within the gaming environment.

David Sturman, principal architect for Microsoft’s in-game ad company Massive and co-chair of the IAB Games Committee, said: “Clear standards and methodologies help to demystify a new and exciting form of advertising which will only bring more marketers into games.”

Click here to download a PDF of the guidelines. Comments are invited until 17 July.