How the Digital Ad Industry Is Grappling With Ad Views in the Metaverse

The IAB recently finalized new guidelines for in-game advertising metrics

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When Roblox’s product team first set out to build an ad placement system on the gaming platform, it faced questions that could end up setting precedents for a nascent form of digital advertising: What qualifies as an impression when a billboard is viewed solely by 3D avatars? Would basic targeting practices spoil the collective sense of a shared space at the heart of the metaverse concept?

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