Microsoft subsidiary and video game advertising network Massive Inc (Madden NFL
ad provider) has announced that it is the first dynamic in-game advertising network to receive a third-party audit on its in-game ad impressions, an important step to legitimacy for the medium.
The audit was conducted with Interactive Media Services Group Ltd. (ImServices), verifying the accuracy of its impression counting process. According to a statement: "the company believes the audit provides accountability for advertisers and agencies."
Based in New York City, Massive integrates downloadable media and advertising content into game environments, including image, audio, video, and game objects. Publishers including Microsoft, Electronic Arts, Konami, Namco, Sega, and Ubisoft have partnered with the firm, and Massive Network claims over 200 blue-chip advertisers for its dynamic video game advertising program.
Massive plans to undergo annual audits on the performance of its current procedures based on standards for accuracy and accountability. The audits will verify that the company’s impression counting process is consistent, and that “the size, angles, and cumulative second thresholds are accurately reflected in the network’s technology and operations.”
Said Massive CEO Cory Van Arsdale: "Our audit by ImServices, an industry leader in auditing Web sites and advertising networks, is the latest affirmation that the Massive in-game advertising network is taking the necessary steps to rapidly evolve and to deliver the level of measurement and accountability our clients expect. As the pioneers and leading innovators in the in-game industry, we remain committed to a high level of transparency and integrity in our processes, and third-party auditing is a critical step."