Massive Inc. Is First Dynamic In-Game Advertising Network Validated Through Third-Party Auditing Process
As in-game media form matures, proven accuracy of Massive’s impression counting provides strong accountability for advertisers and agencies.
NEW YORK .— Massive Inc., a wholly owned subsidiary of Microsoft Corp. and a leading network for video game advertising, today announced that it has successfully completed an audit by Interactive Media Services Group Ltd. (ImServices) to verify the accuracy of Massive’s process for impression counting. As the first dynamic in-game advertising network to undergo a third-party impression audit, Massive provides advertisers and agencies with the accountability required of a mature media form.
“Our audit by ImServices, an industry leader in auditing Web sites and advertising networks, is the latest affirmation that the Massive in-game advertising network is taking the necessary steps to rapidly evolve and to deliver the level of measurement and accountability our clients expect,” said Cory Van Arsdale, chief executive officer of Massive. “As the pioneers and leading innovators in the in-game industry, we remain committed to a high level of transparency and integrity in our processes, and third-party auditing is a critical step.”
“Our review of Massive’s controls over advertising delivery, measurement and data security shows Massive to be compliant with the Interactive Advertising Bureau (IAB) Ad Impressions Measurement and Audit Guidelines and applicable Minimum Standards as published by the Media Rating Council (MRC),” said Dick Bennett, CEO of ImServices. “I believe it is significant that Massive, one of the top players in online gaming, has taken the leadership role and become the first in-game advertising network to seek a third-party audit.”
Massive will undergo annual audits on the performance of its current procedures based on standards for accuracy and accountability. Specifically, the audit verifies that Massive’s process for impression counting is consistent, and that the sizes, angles and cumulative second thresholds cited are accurately reflected in the network’s technology and operations.
While no industry standards currently exist for in-game advertising measurement, Massive will be one of a number of in-game advertising companies working with the IAB and the MRC to develop acceptable standards. Once such guidelines are in place, Massive will evaluate its processes and make necessary adjustments so that it is in full compliance, and will make them the basis of all subsequent audits.
The team’s broad industry experience at ImServices has given them considerable insight into the needs of online advertisers, content providers and service providers. They possess a thorough knowledge of the processes involved with developing independent measurement standards and have been deeply involved in initiatives to create these critical standards for the online advertising community. Through active participation in key organizations such as the Interactive Advertising Bureau (IAB) and Advertising Research Foundation (ARF), they have helped to shape evolving online measurement and verification standards.
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