Oracle Launches World's First Ad Measurement Technology for 3D In-game Environments

Rhea-AI Summary

Oracle has unveiled the world's first ad measurement technology for 3D in-game environments, enhancing its Oracle Advertising suite. This innovation, which includes impressions delivery and General Invalid Traffic (GIVT) measurement, caters to PC, mobile, and web-based gaming platforms. As the in-game ad revenue is projected to reach $56 billion by 2024, this tool aims to combat advertising fraud, providing advertisers with reliable metrics to optimize their investments.

Positive

• Launch of the first ad measurement technology for 3D in-game environments.
• Addresses a growing $56 billion in-game ad revenue market by 2024.
• The tool helps advertisers measure impressions and combat fraudulent activities.

Negative

• None.

AUSTIN, Texas, May 12, 2021 /PRNewswire/ -- To help marketers better understand advertising performance in video games, Oracle today announced the world's first ad measurement technology for 3D in-game environments. The latest updates to Oracle Advertising and Customer Experience (CX) include impressions delivery and General Invalid Traffic (GIVT) measurement for PC, mobile, and web-based gaming environments in Oracle Moat Measurement. 

"As the gaming industry continues to grow and become a key area of investment for advertisers, it's crucial that advertisers can measure whether an ad was served to a human and detect any fraudulent ad activity inside games," said Derek Wise, Chief Product Officer, Oracle Advertising. "Today's industry-first announcement represents an important step forward in understanding ad performance in 3D in-game environments. We're proud to be able to equip advertisers with the confidence and tools they need to make more informed buying decisions to reach these highly engaged audiences."

In-game ad revenue is expected to hit $56 billion in 2024, according to recent data from Omdia. Advertisers can engage new audiences with this fast-growing channel, but it can also be a target for advertising fraud. Working with leading in-game advertising platforms Anzu, Bidstack, Adverty, and Frameplay, Oracle Moat enables advertisers to effectively measure impressions and GIVT to determine whether an ad was served to a human and to avoid ad spend on invalid traffic or fraudulent activity. By measuring impressions and GIVT, advertisers can make more informed decisions around their investments and better protect ad spend.

Oracle Moat, part of Oracle Advertising, helps brands, agencies, publishers, and platforms solve their biggest media measurement challenges across digital and TV. The measurement suite includes solutions for ad verification, attention, brand safety, advertising effectiveness, and cross-platform reach and frequency.

Learn more and see demos at our Innovation Showcase here. 

About Oracle
Oracle offers suites of integrated applications plus secure, autonomous infrastructure in the Oracle Cloud. For more information about Oracle (NYSE: ORCL), please visit us at oracle.com.

Trademarks
Oracle, Java, and MySQL are registered trademarks of Oracle Corporation.

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SOURCE Oracle

FAQ

What is Oracle's new technology for 3D in-game environments?

Oracle has launched the world's first ad measurement technology tailored for 3D in-game environments.

How does Oracle's ad measurement technology work?

The technology measures impressions delivery and General Invalid Traffic (GIVT), enabling advertisers to assess ad performance and detect fraud.

What is the projected revenue for in-game advertising by 2024?

In-game advertising revenue is expected to reach $56 billion by 2024.

What platforms does Oracle's new measurement technology support?

Oracle's technology supports PC, mobile, and web-based gaming environments.

Who is the Chief Product Officer of Oracle Advertising?

Derek Wise is the Chief Product Officer of Oracle Advertising.