New Framework Provides Clarity, Consistency, and Confidence for Measuring Gaming Advertising Campaigns

As gaming continues to capture consumer attention and drive brand engagement, the Interactive Advertising Bureau (IAB), the leading trade body for the digital advertising industry, announced the release of its Gaming Measurement Framework, an industry resource designed to bring clarity, consistency, and confidence to media campaigns in gaming environments.

The IAB Gaming Measurement Framework outlines standard gaming ad formats across key media types (display, video, audio, and custom), and explains the baseline (must-have) and additional (nice-to-have) metrics available for each ad format. The purpose of the framework is to give advertisers the tools, transparency, and confidence to better understand what outcomes are measurable, ask the right questions of their partners, and make informed decisions about where and how to invest.

Additionally, it creates a consistent language for measurement and reporting across publishers, agencies, and ad tech providers, making it easier to compare campaigns and build trust in gaming as a powerful place to advertise.

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“With more than 80% of U.S. internet users identifying as gamers, gaming is no longer a niche pastime relegated to teenagers in basements; it’s mainstream entertainment with the potential to become a dominant force in the digital advertising ecosystem,” said Zoe Soon, VP of Experience Center, IAB. “As brands look to meet their audiences where they play, it is critical that they are empowered to measure the metrics that matter. That’s why we developed the Gaming Measurement Framework, to align expectations of essential and nice-to-have metrics across the industry.”

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The IAB Gaming Measurement Framework can be leveraged to:

• Determine partner/vendor selection by ensuring alignment of metrics when investing in gaming advertising campaigns
• Make smarter campaign activations by understanding types of gaming ad experiences for creative planning and campaign evaluation in order to connect broader media goals
• Align on reporting and set clear expectations for measuring results across brands, agencies, and ad tech platforms
• Help unlock brand budgets by clearly identifying which gaming experiences deliver the right business outcomes

“The framework’s launch is a major step forward both for the gaming industry and decision makers in marketing. These shared standards and an established common language unlock the full power of gaming as a marketing channel and bring greater clarity for brands in measuring impact. It aligns everyone around what success looks like in these new immersive gaming spaces,” added Allison McDuffee, Global Head of Brand Insights & Measurement, Roblox.