What the IAB Gaming Measurement Framework Means for Brands and Advertisers

Gaming has the attention. Gaming has the audience. And now, finally, gaming has consistent measurement.

The IAB Gaming Measurement Framework gives advertisers what they've been asking for, consistent, reliable ways to track campaign success across gaming environments. From display and video to playables and branded experiences, the framework sets a baseline for what good looks like and makes it easier for media buyers to ask the right questions, and get better answers.

For years, measurement in gaming has been inconsistent. Results were often platform-specific, hard to compare, and even harder to scale. This framework brings the structure advertisers need to invest confidently and hold partners accountable.

As a member of the IAB Gaming Group, Venatus contributed to the development of the framework, drawing on years of experience helping brands navigate the complexity of gaming media. With industry-wide benchmarks now in place, it’s clearer than ever how gaming fits into modern media plans, and what to expect when buying into it.

‍

Why the Framework Matters

We all know that gaming is no longer a niche. It’s mainstream, high-attention, and increasingly central to how people spend their digital time. But until now, its measurement standards haven’t kept pace.

The IAB framework changes that. It gives advertisers a clear set of metrics across gaming’s key ad formats, including:

Intrinsic In-Game
Display
Rewarded
Video
Audio
Playables
Custom Integrations

For each format, the framework outlines two layers of measurement:

Baseline metrics – the essentials every advertiser should expect
Additional metrics – deeper insights depending on format and setup

This shared structure isn’t only about reporting. It’s about helping advertisers plan smarter, compare more fairly, and evaluate success with confidence.

‍

What’s in the Baseline?

According to the IAB, baseline metrics should be non-negotiable. These include:

Impressions (CPM)
Viewability (in-view rate and time in view)
Unique Reach (user, household, or device level)
Ad Frequency (how often someone sees an ad)

For video, baseline also includes:

Watch duration
Completion rate

And for formats built for action or interaction, like rich media, playables, or rewarded ads:

Clicks (CTR and CPC)
Engagement (interactions within the ad)
Redemptions (offer claims or in-game rewards)
Conversions (installs, sales, downloads, leads)

These aren’t "nice to haves." They’re the minimum. And they’re what every media partner should be prepared to report on where necessary.

‍

How Venatus Measures Up

Venatus runs advertising across a variety of gaming formats. That includes display, video, playables, rewarded, and custom branded integrations. By focusing on mobile and web-based environments, Venatus delivers campaigns where measurement is not only possible but reliable and built-in.

Here’s how Venatus inventory supports the IAB baseline:

Display and video campaigns run through respected industry ad servers, delivering clear reporting on impressions, viewability, frequency, and clicks
Playable and branded games track time spent, actions completed, and return plays
Rewarded formats include tracking for redemptions, completions and engagements

Venatus uses trusted, standardized tools and supports independent validation where required. Every campaign is set up to show impact, and optimize for outcomes.

‍

An example of a Venatus Rewarded format

‍

Looking Beyond the Basics

The IAB framework doesn’t stop at baseline reporting. It also outlines a range of additional metrics that unlock deeper insight:

Attention metrics (dwell time, interaction rate, scroll depth)
Incremental reach (how gaming adds unique audience beyond other media)
Brand lift (measured via surveys or third-party studies)

Venatus looks to support all of the above, with a focus on effective Brand Lift Studies (BLS) that are available across key formats. BLS’ give advertisers real data on awareness, recall, and perception to measure sentiment shift during the course of a campaign.

‍

What Advertisers Should Do Next

The framework gives advertisers a way to separate measurable partners from the rest. It also gives them permission to ask more of their gaming media.

At a minimum, advertisers should be asking:

Are baseline metrics guaranteed and clearly reported?
Can the partner provide additional insight into campaign success like brand lift?
How does this campaign stack up against other channels in the plan?

If the answers are unclear, or missing, the framework provides a benchmark to guide next steps.

‍

A Step Forward for Gaming Media

The IAB Gaming Measurement Framework is more than a checklist. It’s a step towards structure in a space that has long needed standardization. For media partners, it’s a call to step up and show value in clear, consistent terms.

Venatus has been building toward baseline transparency from the beginning, designing formats that drive engagement and building campaigns around outcomes, not just impressions.

So now, with a framework in place and industry momentum behind it, brands absolutely have the tools to treat gaming as a core channel in their media mix.

‍