Mediaedge:cia Partners With Down Under InGame Advertising To Measure In-Game Ads

  • November 1, 2004
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.
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