Oracle have announced today the world’s first ad measurement technology for 3D in-game environments. Oracle claim that this will help marketers better understand the performance of advertising in video games. The latest updates to Oracle Advertising and Customer Experience (CX) include impressions delivery and General Invalid Traffic (GIVT) measurement for PC, mobile, and web-based gaming environments in Oracle Moat Measurement.
In-game advertising revenue is expected to hit $56 billion in 2024, according to recent data from Omdia. Advertisers can engage new audiences with this fast-growing channel, but it can also be a target for advertising fraud. Working with leading in-game advertising platforms Anzu, Bidstack, Adverty, and Frameplay, Oracle Moat enables advertisers to effectively measure impressions and GIVT to determine whether an in-game 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 their investments and better protect ad spend.
Oracle Moat, part of Oracle Advertising, helps brands, agencies, publishers, and platforms solve their biggest media measurement challenges across digital and TV. The measurement suite includes solutions for ad verification, attention, brand safety, advertising effectiveness, and cross-platform reach and frequency.