New IAB Framework aims to bring clarity to gaming ads

The IAB released its new Gaming Measurement Framework today, designed to make gaming campaigns easier to understand, compare and optimize.

With over 80% of U.S. internet users identifying as gamers, it is a difficult audience to ignore. Until now, there’s been no clear standard for measuring success across gaming ad formats.

The IAB’s new framework aims to address this by offering a common language for brands, agencies, publishers and ad tech providers. Whether it’s a display ad in a mobile game, audio during gameplay or a custom integration inside a virtual world, the framework outlines what metrics to expect and what additional data to request.

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Here’s what it does:

• Clarifies what to measure across display, video, audio and custom formats.
• Breaks down must-have vs. nice-to-have metrics, so brands know what to look for — and what to push for.
• Helps marketers vet partners by seeing who supports which metrics.
• Connects gaming ad performance to broader media goals, making it easier to justify spend.
• Builds trust by aligning expectations across all players in the ecosystem.

“The framework’s launch is a major step forward both for the gaming industry and decision makers in marketing,” Allison McDuffee, global head of brand insights & measurement, Roblox, said in a statement. “These shared standards and an established common language unlock the full power of gaming as a marketing channel and bring greater clarity for brands in measuring impact. It aligns everyone around what success looks like in these new immersive gaming spaces.” 

You can view the framework on the IAB website.