Interactive Advertising Bureau updates guidelines for measuring 3D ads for the metaverse

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This week, the Interactive Advertising Bureau relaunched some guidelines for measuring the effectiveness of in-game advertisements and eventually ads in the metaverse.

It was the first time since 2009 that the IAB, a standards body for the game and ad industries, took such an action on in-game ads. Back then, a lot of the guidelines had to do with mobile ads that were fresh on the scene back then.

But this standard takes into account things that came with in-game 3D visuals for console, PC, mobile and virtual reality games. And in that way, the significance of these new guideines is that it points the way to the metaverse, the universe of virtual worlds that are all interconnected, like in novels such as Snow Crash and Ready Player One. Setting such guidelines are an important part of creating the standards that make it possible for massive changes and innovations — such as the metaverse — to come to computing and gaming.

In the past, 2D viewing was measurable. But with 3D, you can never really tell if a gamer or a VR user is actually looking at an ad in a 3D space. So the group had to team up with the industry to figure out how to properly give credit for an ad being viewed — as that the main reason people pay for ads — and how to measure that view.

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In a joint collaboration between IAB, IAB Tech Lab, and the Media Rating Council (MRC), IAB