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Oracle announces launch of ad measurement tech for in-game environments

Singapore – As more brands are now engaging and putting up ad space inside in-game environments, computer software company Oracle has announced the launch of a new ad measurement technology to measure ad performance within 3D game environments.

The launch was done in line with Oracle’s update of its Oracle Advertising and Customer Experience (CX) suite, which include impressions delivery and general invalid traffic (GIVT) measurement for PC, mobile, and web-based gaming environments in Oracle Moat Measurement.

Oracle Moat, part of Oracle Advertising, helps brands, agencies, publishers, and platforms solve their biggest media measurement challenges across digital and TV. The measurement suite includes solutions for ad verification, attention, brand safety, advertising effectiveness, and cross-platform reach and frequency.

“As the gaming industry continues to grow and become a key area of investment for advertisers, it’s crucial that advertisers can measure whether an ad was served to a human and detect any fraudulent ad activity inside games,” said Derek Wise, chief product officer at Oracle Advertising.

Oracle’s ad measurement tool launch best responds to the exponential growth of the gaming industry, expected to grow by US$56 billion in 2024, according to recent data from analyst firm Omdia. Advertisers can engage new audiences with this fast-growing channel, but it can also be a target for advertising fraud.

“Today’s industry-first announcement represents an important step forward in understanding ad performance in 3D in-game environments. We’re proud to be able to equip advertisers with the confidence and tools they need to make more informed buying decisions to reach these highly engaged audiences,” Wise added.

Oracle Moat works closely with other in-game advertising platforms such as Anzu, Bidstack, Adverty, and Frameplay, and enables advertisers to effectively measure impressions and GIVT to determine whether an ad was served to a human and to avoid ad spend on invalid traffic or fraudulent activity. By measuring impressions and GIVT, advertisers can make more informed decisions around their investments and better protect ad spend.