Adverty AB (publ) has been granted a second patent by the United States Patent and Trademark Office for its in-game ad viewability technology. The new technical patent protects a method of determining whether an advert is considered visible in a three-dimensional gaming environment rendered on a screen – a key functionality of Adverty’s industry-leading in-game advertising platform.

Adverty, the leading in-game platform for advertisers, agencies and game developers, announces the notice of allowance for its most recent in-game ad viewability technology patent by the United States Patent and Trademark Office.

The new technical patent protects a method of determining whether an object (advert) is considered visible in a three-dimensional gaming environment rendered on a screen, through a comparison of the colors of an advert with the rendered color on the screen.

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To make the calculation independent of the color of the ad and sampling conditions, the color is swapped for a pseudo color. By this method, gaming objects blocking an advert seen from the camera view can efficiently be detected. Likewise, the effect of lighting conditions in the three-dimensional environment can also be assessed. In conjunction with the previously granted BrainImpression™ patent, Adverty’s leading in-game advertising platform is able to factor in measurable viewability when it triggers impressions to adverts exposed to – and seen by – an end user.

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Viewability is one of the most important metrics in brand advertising and a number of renowned brands are known to exclude websites and other advertising media with low viewability from their media plans. To help advertisers understand – and publishers to define – how to count an ad as viewed, the media industry has established standards on how to measure web-based ad viewability. While in-game advertising viewability is still at its infancy, Adverty is taking an active role in helping both IAB and third-party ad verification leaders define these sought-after, industry-wide standards.

“As the only adtech company with multi-patented proprietary in-game advertising technology, we continue to prove our unique position in the market. We remain dedicated to bringing a state-of-the-art, cross-platform framework for unobtrusive, measurable in-game brand and performance advertising to game developers and advertisers around the world”, says Niklas Bakos, CEO and founder at Adverty.

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