Oracle, an American multinational computer technology corporation, unveiled the world's first ad measurement technology for 3D in-game environments to help advertisers better understand advertisement success in video games.

Impression distribution and General Invalid Traffic (GIVT) calculation for PC, smartphone, and web-based gaming environments are among the most recent Oracle Advertising and Customer Experience (CX) updates.

According to recent data from Omdia, in-game ad revenue is forecast to reach $56 billion in 2024. Advertisers can reach new markets through this rapidly expanding platform, but it can also be a target for ad fraud.

Oracle Moat enables marketers to accurately monitor impressions and GIVT to decide if an ad was served to a person and avoid ad spend on invalid traffic or fraudulent behavior by partnering with leading in-game advertising networks Anzu, Bidstack, Adverty, and Frameplay.

Oracle Moat, a division of Oracle Advertising, assists brands, agencies, publishers, and networks in overcoming their most difficult media measurement problems through digital and broadcast television.

“As the gaming industry continues to grow and become a key area of investment for advertisers, it’s crucial that advertisers can measure whether an ad was served to a human and detect any fraudulent ad activity inside games,” said Derek Wise, Chief Product Officer, Oracle Advertising.

Ad verification, attention, brand protection, campaign efficacy, and cross-platform reach and frequency are all part of the measurement suite.

Advertisers can make more educated decisions about their investments and better protect ad spend by tracking impressions and GIVT.

“Today’s industry-first announcement represents an important step forward in understanding ad performance in 3D in-game environments. We’re proud to be able to equip advertisers with the confidence and tools they need to make more informed buying decisions to reach these highly engaged audiences”, added Derek.

Previously, Oracle was chosen as the official cloud provider of the Premier League, the world's most popular football league. The Premier League will raise the enthusiasm around every game by partnering with Oracle to provide new in-match statistics that provide a better understanding of the live action on the field. Each season, Oracle's data and analytics, as well as machine learning, will deliver these ground-breaking statistics in real-time to a global audience of billions.