DoubleVerify to support in-game ads to win over brands’ budgets for the channel
As of July 27, DoubleVerify will support in-game advertising and offer its suite of measurement tools internationally to marketers to gauge the performance of their in-game ads. The move represents the ad tech industry’s latest bid to increase marketers’ trust and confidence in this emerging channel.
Following the rollout of the Interactive Advertising Bureau’s updated viewability standards for in-game ads last year, measurement platforms such as Oracle Moat have gradually launched their own solutions for brands dipping their toes into games.
Today marks DoubleVerify’s formal entry into gaming, although none of the company’s measurement tools required a significant update to work for in-game ads, according to DoubleVerify director of product strategy John Ross. After all, most video games that support ads tend to use the same industry standard tech as any other digital advertising business.
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Source:: Digiday
