Massive, comScore Collaborate to Measure Effectiveness of In-Game Ads

Microsoft's in-game ad firm Massive has teamed up with digital research firm comScore on the new AdEffx Action Lift for Gaming, a methodology aimed at measuring the effectiveness of in-game ads.

AdEffx takes Massive's in-game ad serving data and combines that with comScore's third-party post-ad campaign panel -- made up of 2 million web users -- in order to measure the effectiveness of the advertising.

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