Bidstack Group PLC New IAB Intrinsic In-Game Measurement Standards
31 Agosto 2022 - 11:50AM
RNS Non-Regulatory
TIDMBIDS
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) +44 (0) 203 368
Mark Brady / Neil Baldwin / James Keeshan 3550
Stifel Nicolaus Europe Limited (Broker) +44 (0) 20 7710
Fred Walsh / Tom Marsh 7600
Buchanan Communications Limited
Chris Lane / Stephanie Whitmore / Kim
van Beeck +44 (0) 20 7466
bidstack@buchanan.uk.com 5000
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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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END
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(END) Dow Jones Newswires
August 31, 2022 10:50 ET (14:50 GMT)
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