IAB to update in-game ad measurement standards in response to growth in the sector 

Tasim Zahid
March 18, 2022, 7:42 AM GMT+0

Once the revised standards are finalised later in June, companies certified by the old standard will have to undergo an updated MRC certification process.

The Interactive Advertising Bureau (IAB) is developing new in-game advertising measurement standards to replace its existing guidelines. The IAB released its current set of in-game ad measurement standards back in 2009. 

The project is a joint effort between the IAB, the IAB Tech Lab and the Media Research Center. The project will also receive inputs from members of the IAB UK and in-game ad companies, brands and agencies. The current initiative was inspired by the MRC’s interim guidance memo, released in September last year, discussing the shortcomings in the IAB’s 2009 standards. 

The 2009 standards were released during the early days of programmatic advertising, falling short of considering the programmatic impact on the in-game space. Today, ads are often delivered programmatically into video games. 

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