Double Fusion, Interpret Partner To Measure In-Game Ads

In-game advertising firm Double Fusion has announced plans to implement new research and measurement solutions developed by Interpret LLC, a market research and advertising consultancy firm. As part of the new deal, Double Fusion, a notable player in the in-game ad market alongside the high-profile Massive Inc. and IGA Worldwide, will provide advertisers custom reports containing quantitative and qualitative results for individual advertising campaigns. In addition, Double Fusion will use Interpret's proprietary third-party measurement currency, Gameasure, to track the market, and validate the audience reach and composition of its games portfolio. While unrelated, the new deal seems to mirror plans announced in July by competitor IGA Worldwide, which will see the advertising firm leveraging off of Interpret's contributions to the in-game advertising space in order to create an independent in-game advertising rating system in order to measure the value of the company's advertisements. “More advertisers are moving to in-game with every passing week and the more we continue to educate them the better it is for the market,” said Jonathan Epstein, CEO, Double Fusion. “We are committed to market education and knowledge, and providing our advertisers and agencies with the tools and data they need to master the medium – a key advantage to those advertisers that work with us early on in this market.”