Leading in-game ad platform Adverty has announced that it has managed to acquire a second US patent for in-game ad viewability technology. The patent has been granted to Adverty by the United States Patent and Trademark Office.
The official press release details the patent:
The newly acquired patent protects a method of determining whether an advert is considered visible in a three-dimensional gaming environment rendered on a screen through a comparison of the colors of an advert with the rendered color on the screen.
To make the calculation independent of the color of the ad and sampling conditions, the color is swapped for a pseudo color. By this method, gaming objects blocking an advert seen from the camera view can efficiently be detected. Likewise, the effect of lighting conditions in the three-dimensional environment can also be assessed. In conjunction with the previously granted BrainImpression™ patent, Adverty’s leading in-game advertising platform is able to factor in measurable viewability when it triggers impressions to adverts exposed to – and seen by – an end user.
One of the key factors in brand advertising is viewability and a large number of renowned brands simply exclude websites and other advertising media that does not provide a good viewability. Specific standards are set by the media industry that helps advertisers understand and publishers to define how to count an ad as viewed. Acquiring these standards greatly helps ad agencies and Adverty is trying its best to play its role in defining these industry-wide standards.
Niklas Bakos, CEO and founder at Adverty commented:
As the only adtech company with multi-patented proprietary in-game advertising technology, we continue to prove our unique position in the market. We remain dedicated to bringing a state-of-the-art, cross-platform framework for unobtrusive, measurable in-game brand and performance advertising to game developers and advertisers around the world.
Previously, Adverty released its Adverty Unity SDK on the Unity Asset Store. Adverty also announced that it is teaming up with InMobi to further advertising reach. It also got the US patent for in-game ad viewability technology BrainImpression. This all comes after the appointment of a new Global Director of Business Development.
For commercializing the Asia Pacific, Adverty teamed up with The Scale Factory as well after the release of the new seamless in-menu brand advertising. The company also joined IAB, Europe’s Transparency and Consent Framework, and successfully completed its integration with digital advertising technology platform Smaato.
