Massive and comScore Team Up To Show In-Game Ad Performance
Microsofts Massive division and market researcher comScore have teamed up to statistically show how effective in-game advertisements are doing. Today, Massive and web market researcher comScore have figured out how to connect the ads that consumers see in games with the actions they take to buy or view products and services afterward. Basically, the two companies share data on consumers, but they do so without violating privacy policies. comScore and Massive have submitted this new methodology to the Advertising Research Foundation for validation.
AdEffx Action Lift for Gaming matches in-game console ad serving data from Massive with comScore’s third-party, post-campaign panel data to track and measure in-game advertising effectiveness. By combining Microsoft’s proprietary, non-personally identifying Anonymous ID data, which is common across Xbox LIVE and Microsoft Web properties (known as Windows Live ID), with user data from comScore’s panel of 2 million Internet users worldwide, comScore can determine if panelists who saw in-game advertising subsequently visited a brand’s Web site, searched brand-related terms or engaged in other online behaviors important to advertisers.
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