The leading in-game platform for advertisers, agencies, and game developers, Adverty has announced that it has been granted a US patent for the in-game ad viewability technology BrainImpression. The new technology BrainImpression is a ground-breaking method for determining ad viewability and ad impressions within video games.
It helps in scenarios such as when a user has seen an advert, it will alert the platform owner and it works in both 2D and 3D environments. Since the viewability of ads plays a vital role in the media industry, it is important for advertisers to know when an ad has been seen and when it is not seen. For this very reason, BrainImpression comes into play and now Adverty has acquired the patent for its use since Adverty has been playing an important role in helping both IAB and third-party ad verification leaders define these industry-wide, sought-after standards.
Niklas Bakos, CEO and founder at Adverty states:
Our patented in-game viewability algorithm outlines one of the core functionalities in our cutting-edge ad platform. We use our knowledge and innovation to help define appropriate viewability standards for in-game advertising – something that will benefit the media industry and heighten the acceptance of this new ad format amongst advertisers.
If you are unaware of the BrainIMpression patent, then you should know that the patent covers and protects a method of deciding if an advertisement, displayed in a gaming environment and shown on display, has been seen by a user. The method of decision is based on the ad size, time in view, and position on display for the user. Depending on the size of the ad on display, the ad is classified as seen after various time intervals, triggering an ad impression by the system.
The patent also covers specific methods for adverts in the three-dimensional gaming space, where viewing angles and incidence angles towards the ad and the user display determine how well the ad is visible at any given time. For example, an ad unit viewed from the side is not detected as quickly, if at all, depending on its viewing angle, compared to an ad unit seen from a straight angle. Moreover, an advert placed in the center of the field of view is classified as seen faster than an ad closer to the periphery with a higher angle of incidence.
The BrainImpression patent application was filed back in March 2017 and during that phase, Adverty was focusing on future gaming platforms such as Virtual, Augmented, and Mixed Reality. As time progresses further, Adverty shifted its focus to mobile games which became the largest and the fastest-growing video game industry back in the day. At this moment, Adverty has established a leading cross-platform framework for the unobtrusive, in-game brand, and performance advertising, allowing brands to connect with new audiences in unique ways.
Previously, Adverty announced that it has expanded its operations and has appointed a new Global Director of Business Development. It also announced that is has partnered up with The Scale Factory to commercialize the Asia Pacific along with the launch of a new seamless in-menu brand advertising. The company also recently joined the IAB Europe’s Transparency and Consent Framework. It has also completed the integration with the Digital Advertising Technology platform Smaato.
