The Interactive Advertising Bureau (IAB) has revealed new guidelines for the measurements of some online advertising.

According to industry news website BizReport, the IAB has stated that online game advertising will now be regulated by looking at where ad impression is counted within an ad-serving platform.

The website reports that by having this information, made available by Rich Internet Application (RIA), internet marketers will have a clearer idea of how to prepare for future campaigns.

Sheryl Draizen, senior vice president and general manager of the IAB, said: "Both RIA and Games environments offer advertisers effective opportunities to reach their consumers, and offer consumers richer more engaging interactive experiences."

The website also states that across the globe, the video gaming industry accounts for a massive share of the advertising market – due to around 40 per cent of homes having access to a game console.

Earlier this year Halo 3 became the fastest selling video game of all time raising shares in Microsoft – the game’s publisher – to a six-year high, according to the Telegraph.

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