How Do You Actually Measure Ads Inside a Video Game?

How do you prove ROI when an ad appears inside a console video game? Alexander Dao from EA Sports breaks down how EA partnered with the IAB to establish third-party impression standardization across fragmented gaming ad formats. Dao details the shift beyond raw impressions into actionable mid-funnel attribution—including vanity jersey equips, matches played, brand lift studies, and social listening—to quantify real business impact for advertisers.