RCS - Bidstack Group PLC - New IAB Intrinsic In-Game Measurement Standards

BidstackAnnouncement

31/08/2022 16:00

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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)                      +44 (0) 203 368 3550

 Mark Brady / Neil Baldwin / James Keeshan
 Stifel Nicolaus Europe Limited (Broker)

 Fred Walsh / Tom Marsh                                       +44 (0) 20 7710 7600
 Buchanan Communications Limited

 Chris Lane / Stephanie Whitmore / Kim van Beeck              +44 (0) 20 7466 5000

 bidstack@buchanan.uk.com (mailto:bidstack@buchanan.uk.com)

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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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