In-game tech provider Adverty secures another patent for its viewability measurement platform

Anne Freer | November 4, 2021

Mobile Advertising

In-game platform Adverty just announced that its ad view ability technology BrainImpressions has been granted its third patent in the US.

The technology helps advertisers and app developers determine ad viewability and oppressions in mobile games. This includes insights such as when an ad is considered as seen by a user.

“It’s imperative that the media industry uses its collective knowledge and powers of innovation to help define appropriate viewability standards. This must include in-game advertising, and must cover every type of screen today. With increasing focus on gaming within the wider ecosystem, we are delighted to be leading the development and rollout of ad viewability within this critically important sector,” says Niklas Bakos, CSO and founder at Adverty.

Viewability is still one of the most important metrics in brand advertising, but how to count an ad is a matter of some confusion. Although standards on ad viewability have been established by the IAB and others, the industry is still in an early stage of developing the best ways for measurement.

BrainImpression decides if an ad in-game has been seen by a user. This is based on ad size, time in view and the position of the ad on the display.

The patent also includes methods for ads in 3D gaming spaces where viewing angles toward ad and user determine how well an ad is visible.

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