Next-Gen.Biz writes: "The biggest obstacle facing the burgeoning in-game advertising sector is a lack of standard metrics, according to a panel at MI6 today.
Ubisoft's Andy Swanson told delegates, "We need a consistency in measurements of advertising; some trusted source of measurement that works out what determines an impression and what the comparative value is of a static ad in comparison to a dynamic ad. We are grappling with this in order to make it simple for the advertiser to make the buy. It's a learning process."
He added, 'When a person looks at a billboard in a game, what is the value of that. How long do they need to look at the ad to validate that as a buy? What is the value of a product placement?'"