Oracle launches new video game advertising measurement technology

Oracle has announced advertising measurement technology for 3D gaming environments, in order for marketers to better understand how ads perform in video games.

These updates to Oracle Advertising and customer experience include impressions delivery and general invalid traffic (GIVT) measure for PC, mobile, and web-based gaming environments in Oracle Moat Measurement.

Derek Wise, chief product officer at Oracle Advertising said: “As the gaming industry continues to grow and become a key area of investment for advertisers, it’s crucial that advertisers can measure whether an ad was served to a human and detect any fraudulent ad activity inside games”.

“Today’s industry-first announcement represents an important step forward in understanding ad performance in 3D in-game environments. We’re proud to be able to equip advertisers with the confidence and tools they need to make more informed buying decisions to reach these highly engaged audiences.”

Oracle said that working with in-game advertising platforms Anzu, Bidstack, Adverty, and Frameplay, Oracle Moat enables advertisers to “effectively measure impressions and GIVT to determine whether an ad was served to a human and to avoid ad spend on invalid traffic or fraudulent activity”. By measuring impressions and GIVT, advertisers can make more informed decisions around investments an ad spend.

WPP and Anzu announced a partnership in November, aimed at bringing commonly accepted advertising standards to the esports and gaming space.

At the time, WPP CEO Mark Read said: “Delivering these new standards is a big step in bringing gaming and esports to the forefront of mainstream digital media channels”.

A mobile gaming study by market research and tech company Toluna in January found that gamers would prefer to watch in-game advertising than make in-game purchases with real currency.

Last month, InMobi announced the launch of in-game advertising for global brands and agencies on InMobi Exchange, in addition to recently launched game-tech marketing company, Livewire adding in-game advertising via new Frameplay partnership. 


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