NEWS19 May 2021

Oracle develops in-game ad measurement

News North America Technology

US – Software company Oracle has launched advertising measurement technology for 3D in-game environments as part of updates to its advertising and customer experience platform.

Advertisers will be able to measure ad impressions and general invalid traffic (GIVT) for PC, mobile and web-based gaming environments through measurement and marketing analytics service Oracle Moat.

GIVT is used to determine whether an ad was served to a human to avoid advertising spend on invalid traffic or fraudulent activity, Oracle said.

Oracle Moat includes tools for ad verification, attention, brand safety, advertising effectiveness, and cross-platform reach and frequency.