Adverty, the in-game platform for advertisers, agencies and game developers, has been granted its third patent by the United States Patent and Trademark Office for its in-game ad viewability technology.
The BrainImpression platform is a new method for determining ad viewability and ad impressions – such as when an ad is considered as seen by the user, within complex computer-generated graphical environments such as two-dimensional and three-dimensional games. The new patent now covers the full range of screens used for gaming, such as virtual reality (VR), mobile and head-worn augmented reality (AR), smart glasses, mobile phones and devices, tablets, computer screens and televisions.
Viewability is one of the most important metrics in brand advertising and several renowned brands tend to exclude websites and other advertising media with low viewability in their media plans. To help advertisers understand, and publishers define, how best to count an ad as seen, the media industry has established standards on how to measure web-based ad viewability.
The Adverty patent for BrainImpression covers and protects a method of deciding if an advertisement, displayed in a gaming environment and shown on a display, has been seen by a user. The method of decision is based on the ad size, time in view and position on display for the user. Depending on the size and position of the ad on display, the ad is classified as seen after various time intervals, triggering an ad impression by the system.
The Adverty patent also includes specific methodologies for ads in the three-dimensional gaming space, where viewing angles and incidence angles towards the ad and the user display determine how well the ad is visible at any given time.
“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.”Niklas Bakos, the Chief Science Officer and founder