The guidelines document (PDF) covers scope and applicability of the guidelines, a glossary, measurement definitions and other metrics, auditing guidelines, general reporting parameters, and disclosure guidance.
"Because the in-game environment is unique in advertising with regard to its level of consumer engagement and the way advertising is experienced within those environments, it requires specific methodology for counting impressions," said Jeremy Fain, Vice President of Industry Services of the IAB. "When these guidelines are widely adopted by game publishers and ad servers, it will be easier for marketers and agencies to justify larger investments as consumers spend more time playing immersive games."
The IAB is encouraging advertising agencies, advertisers, online publishers, and technology vendors to read the proposed guidelines and submit comments to the IAB's site
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