In-game ad firm IGA Worldwide and Interpret LLC have jointly created the first independent in-game advertising rating system designed to measure the value of IGA Worldwide's in-game ads. The value will be determined by Interpret's proprietary third-party measurement currency, Gameasure. Interpret's Gameasure will be fed data from thousands of gamers ages 13 and above that play games at least one hour per week. These gamers range from PC console users to casual online card players. Gameasure will provide title, demographics, reach, frequency, duration and depth of engagement metrics for IGA Worldwide's portfolio of video games. The goal of the new system is to create the first 'common language' by which to rate the value of in-game ad venues. "For the first time in the evolution of in-game advertising, advertisers will be provided with an independent measure of the value of dynamically served ads," said Justin Townsend, CEO of IGA Worldwide. "Brands want proven metrics for their ad investment and IGA is the first company to deliver third party data that is far and away ahead what's available in traditional advertising mediums," he added. Michael Dowling, CEO Interpret LLC added: "Until now, advertisers have had no way of understanding the value of in-game advertising. With an ever expanding audience at all age levels for video games, and fractured media habits, delivering an accurate and credible measure of ads in games is critical to the growth of the industry and crucial for advertisers." Interpret's Gameasure is compliant with the Media Rating Council's minimum standards compliance. With Gameasure, IGA Worldwide is the first in-game advertising company to deliver the industry recognized standards established for measurement or CPM rates, which is the currency in which brands will buy advertising space on its network.