IAB, MRC Release First New Standards For In-Game Ad Measurement Since 2009

Digital Marketing
Apr 12, 2021

As technology continues to advance, so does the need for industry standards and measurements. In the ever-evolving world of digital advertising, it's crucial to keep up with the latest advancements and ensure accurate and transparent ad measurement. The Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) recognize the significance of in-game advertising and have recently announced the release of new standards for in-game ad measurement, marking the first update since 2009.

The Importance of MRC Viewability Standards

Viewability has always been a vital aspect of digital advertising. It refers to whether an ad is actually seen by users or if it remains hidden below the fold or out of view due to various factors. The MRC sets industry standards for viewability, working towards providing advertisers with reliable metrics to optimize their campaigns effectively. With the rapid growth of in-game advertising, it becomes crucial to establish viewability standards specific to this medium.

Recognizing this need, the IAB and MRC have come together to produce the first-ever updated standards for in-game ad measurement. These guidelines aim to ensure accuracy, transparency, and uniformity across different games, platforms, and devices. By adhering to these standards, industry professionals can gain insights into ad performance and deliver optimal results for both advertisers and users.

IAB Ad Lab Advancements

The IAB is renowned for its consistent efforts to improve digital advertising practices and enhance industry standards. Its Ad Lab division focuses on research and development to enable innovation and provide actionable insights to its members and the advertising community at large. With the release of these new in-game ad measurement standards, the IAB Ad Lab continues to push boundaries and foster progress.

The advancements brought about by the IAB Ad Lab will benefit advertisers, game developers, and users alike. By standardizing measurement methods, the IAB promotes a level playing field, allowing providers to accurately track and report ad impressions, viewability, and related metrics. Additionally, these updates enable advertisers to better evaluate and optimize their campaigns, resulting in improved return on investment (ROI).

Implications for the Industry

The release of the updated in-game ad measurement standards by the IAB and MRC brings significant implications for the industry. Advertisers can now rely on consistent and comparable metrics when planning and executing their in-game advertising campaigns. The availability of accurate data allows for optimization and fine-tuning to maximize campaign effectiveness.

Game developers also benefit from these standards, as they gain insights into how their ad placements are performing and can fine-tune their monetization strategies accordingly. By understanding which ad formats and placements generate the most engagement and revenue, developers can create a more engaging and rewarding gaming experience for users.

For users, these standards contribute to transparency, ensuring that ads are delivered responsibly and do not disrupt the immersive gaming experience. When ads are relevant and seamlessly integrated, users are more likely to engage with them, leading to more effective campaigns and a positive overall user experience.

Staying Informed and Ahead

As the digital advertising landscape continues to evolve, staying informed about the latest industry standards and advancements is key to staying ahead of the competition. By keeping up with the IAB and MRC's initiatives, such as the release of updated in-game ad measurement standards, you can leverage this knowledge to optimize your advertising strategies and achieve better results.

So, whether you're an advertiser, a game developer, or simply an enthusiast in the Computers Electronics and Technology category, understanding the latest MRC viewability standards and IAB Ad Lab updates empowers you to make informed decisions and propel your business forward.