The 16-page document establishes a common set of measurement definitions for dynamic in-game adverts, and a set of rules on what constitutes a valid impression, including average ad exposure length, minimum ad size and the maximum angle at which an ad can displayed relative to the game screen.

Games companies and console manufactureres including Electronic Arts, 2KGames, Microsoft and Sony Playstation contributed to the development of the guidelines, which have been through six drafts. The final version of the document can be downloaded here.

The IAB also worked with the Media Rating Council, whose associate director David Gunzerath said: “These guidelines will provide the framework for auditing ad impression measurement, thus enhancing accountability within in-game advertising.”

Similar rules may soon be adopted in the UK as the Internet Advertising Bureau has set up a committee to evaluate the guidelines developed by its US counterpart.