IAB Releases Intrinsic In Game Measurement IIG Guidelines For Public Comment
When IAB released its current standard of in-game ad measurement standards in 2009, video games and advertising technology were in a vastly different stage of development. The updated standards will address ad viewability, measurement, inactivity, and fraud with intrinsic in-game ads bringing them up to par with the rest of digital media.
Source: pressreleasepoint.com