MediaLab, the consumer insight, research and development division of ad agency Mediaedge:cia, and Down Under Ingame Advertising (DUIA), European in-game advertising agency, Monday announced the InGame
Value Matrix (IVM). IVM is intended to help advertisers understand the value of different forms of in-game advertising relative to traditional media like TV, print, and radio. Nielsen//NetRatings and
video game developer Activision teamed earlier in the year on a similar initiative to measure and standardize the value of in-game advertising.
