KERALA: Cloud major Oracle has unveiled the world's first ad measurement technology for 3D in-game environments that could help marketers to understand more about advertising performance in video games. 

The latest updates to Oracle Advertising and Customer Experience (CX) include impressions delivery and General Invalid Traffic (GIVT) measurement for PC, mobile, and web-based gaming environments in Oracle Moat Measurement.

The new ad-measurement tech will help to measure impressions and GIVT, and thus advertisers can make more informed decisions around their investments and will allow them to better protect ad spend. It will also help marketers understand whether the ad was served to a human, thus aiding them to avoid ad spend on invalid traffic or fraudulent activity. 

"As the gaming industry continues to grow and become a key area of investment for advertisers, it’s crucial that advertisers can measure whether an ad was served to a human and detect any fraudulent ad activity inside games," said Oracle Advertising chief product officer Derek Wise. 

Calling the new tech an important step in understanding ad performance in 3D in-game environments, Wise said that the company is "proud to be able to equip advertisers with the confidence and tools they need to make more informed buying decisions to reach these highly engaged audiences."