Massive—Microsoft’s gaming subsidiary—has partnered with comScore in an effort to standardize the in-game advertising industry.
The partnership will provide client/advertisers with tangible data on the impact of their in-game ad campaigns. The two companies will develop a research methodology that will help brands track visits to their Websites and search queries that result from in-game ads.
J.J. Richards—Massive’s general manager—is to make companies more comfortable with in-game advertising through the use of familiar and useful metrics.
“This is about making it more and more like other media on the Web,” explained Richards.
Massive is known for providing clients with detailed campaign data. To date, the company has conducted 85 custom case studies to help brands determine the impact of client ads to the consumer. Similarly, comScore has been a key company researcher for advertisers.
Source: Adweek.com
