Massive Is the First In-Game Advertiser Validated Through Third-Party Auditing

In an effort to prove that Massive offers a high degree of commitment and accountability to both advertisers and partners, Microsoft has had its in-game advertising network go through a validation process performed by Interactive Media Services Group. The Redmond company essentially aimed to test the fact that it offers a mature media form via Massive, and revealed that the third-party audit came to prove just that. In this manner, Massive has become the first dynamic-in-game advertising network to go through an auditing process.

"Our audit by ImServices, an industry leader in auditing Web sites and advertising networks, is the latest affirmation that the Massive in-game advertising network is taking the necessary steps to rapidly evolve and to deliver the level of measurement and accountability our clients expect," explained Cory Van Arsdale, chief executive officer of Massive. According to Microsoft, Interactive Media Services Group confirmed the accuracy of the in-game network's impression counting model.

"As the pioneers and leading innovators in the in-game industry, we remain committed to a high level of transparency and integrity in our processes, and third-party auditing is a critical step," Arsdale added. Going forward, Microsoft will continue to put the performance of Massive's procedures through annual audits. The audits will be designed to verify whether the in-game advertising network's processes associated with impression measurements, as well as the additional factors including the visibility of the ads, are accurate.

For the time being, Interactive Media Services Group used the Advertising Bureau Ad Impressions Measurement and Audit Guidelines, as well as the Media Rating Council's Minimum Standards to validate Massive's operations. But in the future, Microsoft aims to collaborate with IAB and MRC to develop standards tailored specifically for the in-game advertising industry.

"I believe it is significant that Massive, one of the top players in online gaming, has taken the leadership role and become the first in-game advertising network to seek a third-party audit," commented Dick Bennett, CEO of ImServices.