IAS partners with Gadsme bringing viewability and invalid traffic measurement to in-game ads

Integral Ad Science last month announced a partnership with Gadsme, a global in-game advertising platform designed for the gaming and eSports industries.

IAS says in-game environments pose various challenges for verification measurement, including multiple device types and platforms, which make it difficult to use a single tech suite for verification coverage.

IAS is now verifying Gadsme ad inventory globally and providing advertisers with third-party viewability and invalid traffic measurement (IVT) through the IAS Signal platform.

According to IAS, this is the beginning of continuous integrations with gaming partners to provide greater transparency into advertising performance. IAS says it will continue to address verification measurement across the broader in-game advertising landscape to provide advertisers coverage where it counts.

“As the global in-game advertising market continues to grow, we are excited to partner with Gadsme to further develop campaign measurability and performance in gaming environments,” said Tom Sharma, Chief Product Officer of IAS. “This partnership creates a new level of transparency for marketers and will ensure confidence that they are engaging real users and driving outcomes.”