IAS Partners With Gadsme To Provide Greater Transparency For In-Game Ad Performance

Integral Ad Science (IAS) has announced a new partnership with in-game advertising platform Gadsme to help advertisers measure media quality for their in-game campaigns.

IAS aims to to provide greater transparency for in-game advertising performance by verifying Gadsme's ad inventory globally while providing marketers with third-party viewability and invalid traffic measurement (IVT) through the IAS Signal platform.

“As the global in-game advertising market continues to grow, we are excited to partner with Gadsme to further develop campaign measurability and performance in gaming environments,” says Tom Sharma, chief product officer of IAS.

Sharma believes the partnership will help ensure confidence that marketers are engaging real users and driving reliable outcomes.

In-game environments have posed various challenges for verification measurement, including multiple device types and platforms, which make it difficult to use a single tech suite for verification coverage.

IAS's solution aims to combat this issue by enabling marketers to validate that impressions are fraud-free and verify that their campaigns reach real people, while equipping them with campaign insights. 

All media-quality measurements for in-game ads will be reported through the IAS Signal platform and will include mobile and web-browsing campaigns, the company stated.

Gadsme focuses on making its video, display and audio ads non-intrusive, enabling publishers to monetize their games without interrupting a player's experience

Less than a year in market, Gadsme was backed by leading video game publisher UbiSoft and VC firm Galaxy Interactive, raising $8 million in seed funding this past April.

The start-up’s tech stack includes a patented measurement solution that weighs criteria such as time on screen and click-through rate to assign a viewability score to ad placements.

Ad performance can also be measured via an advertiser's third-party attribution partners or through surveys for branding campaigns.

In addition, IAS is expanding integrations with gaming partners to provide greater transparency into advertising performance.

The company says it will continue to address verification measurement across the broader in-game advertising landscape to provide advertisers with appropriate coverage.

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