Disrupting the In-Game Advertising Measurement Guidelines to Prevent Disrupting the Game
The MRC’s recent memo outlining its intention to work with the IAB and the industry at large to update the 2009 In-Game Advertising Measurement Guidelines signals to the industry it’s time to acknowledge the fact that in-game advertising has evolved tremendously over the last 13 years since the guidelines were first introduced. There are several reasons we can hypothesize why it took so long to update the guidelines. Social, mobile, video, audio, CTV, brand safety, and many other topics have taken center stage, and for good reasons. Those channels needed to be addressed to move the markets forward, because they had significant scale and market potential. In other words, setting the guidelines was critical to enable growth.