Oracle unveils ad measurement tech for 3D in-game environments

Cloud major Oracle on Wednesday announced the worlds first ad measurement technology for 3D in-game environments, as it helps marketers better understand advertising performance in video games.

The latest updates to Oracle Advertising and Customer Experience (CX) include impressions delivery and General Invalid Traffic (GIVT) measurement for PC, mobile, and web-based gaming environments in ‘Oracle Moat Measurement’.

In-game ad revenue is expected to hit $56 billion in 2024, according to recent data from market research firm Omdia.