Wii ... would like to advertise

The Interactive Advertising Bureau has released a new set of guidelines for rich media ads.

It also made its first statements on in-game advertising, reports ClickZ.

The new standards on rich media lay out what does and does not count as an impression. That includes ads built with technology such as AJAX, which renders traditional pageviews irrelevant.

This is the first document from the IAB's games unit, so more definitive work will come later. The games group is expected to tackle casual games, web-based games and console titles, essentially anywhere an ad might appear.

Ad standards in a rich media world have been tough to come by as old-school accounting fails to account for new technology.

Over the summer, Microsoft and EA Sports developed a dynamic in-game ad platform, where sponsors can change the ads visible to users as they play games. A study later observed that in-game ads can increase brand familiarity and purchase consideration significantly.