New IAB Intrinsic In-Game Measurement Standards

RNS Number : 8148X

Bidstack Group PLC

31 August 2022

 

REACH ANNOUNCEMENT

31 August 2022

Bidstack Group Plc

("Bidstack" or the "Company")

New IAB Intrinsic In-Game Measurement Standards Announced

Bidstack Group Plc (AIM: BIDS), the in-game brand activation platform, is pleased to announce that, following a joint collaboration with the Internet Advertising Bureau (IAB), IAB Tech Lab, The Media Rating Council (MRC) and other industry peers, new industry wide in-game measurement standards have been established for ads that appear within gameplay.

These new standards represent a watershed moment for Bidstack and the wider in-game advertising space, with advertisers that are looking to invest into gaming being given clear benchmarks on how to measure campaign success.

Following the release of its Intrinsic In-Game (IIG) Measurement Guidelines on June 14th 2022, for public comment. the IAB published its final guidelines on August 31st 2022. Before this update, in-game ad campaigns were measured against standards that were developed in 2009. Since that time, the technology underpinning advertising campaigns and video games has evolved enormously and is now at a very different stage of development.

The updated standards address ad viewability, measurement, inactivity, obstruction and fraud within gaming environments, which helps to align them more closely with the standards applied to the rest of digital media. Building consensus and establishing uniform standards for the industry was necessary to create consistency for media buyers across the in-game advertising marketplace.

Of the new standards, James Draper, Founder and CEO of Bidstack, said "We are delighted to see new measurement standards implemented by the IAB, IAB Tech Lab and MRC. We have been working with these bodies and our peers for a number of years now to help establish these guidelines, and to see them being implemented represents an important step forward for our industry.

"Ads delivered directly into gameplay can't be measured in the same ways as interstitial ads, banner ads, or even in-stream ads. To have been able to make an important contribution towards building a specific measurement framework that can be embraced by both the buy and sell side represents huge progress for us.

"Standardisation of this new ad category should see in-game appearing on more media plans across the globe and will help to deliver greater revenues for game publishers on all platforms."

-ENDS-

Contacts

Bidstack Group Plc James Draper, CEO	via Buchanan
SPARK Advisory Partners Limited (Nomad) Mark Brady / Neil Baldwin / James Keeshan	[phone]
Stifel Nicolaus Europe Limited (Broker) Fred Walsh / Tom Marsh	[phone]
Buchanan Communications Limited Chris Lane / Stephanie Whitmore / Kim van Beeck [e-mail]	[phone]

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Notes to editors

About Bidstack

Bidstack is an advertising technology company which provides dynamic, targeted and automated native in-game advertising for the global video games industry across multiple platforms. Its proprietary technology is capable of inserting advertisements within video games.  Bidstack's customers are games publishers and developers (on the supply side), and advertising agencies, brands and media-buying platforms (on the demand side). 

 

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