A new study has been released claiming that game developers and sellers are drastically under-selling in-game ads, reports MediaWeek.
Research firm Interpret's GameMeasure division says the way video game audience is measured isn't accounting for huge chunks of players. That's because in-game ad sales are made based on the number of unit sales. The reality is, according to the report, that many more people play the game than actually buy it.

Games are often the focal point of gatherings that might have multiple people taking over or at least a crowd of non-players watching the action. Each one of those, Interpret argues, needs to be counted among those exposed to the ad.

The "guaranteed audience exposure" number largely used for dynamically inserted ad buying doesn't come close to accounting for the total number of people who see an ad, according to the report.

Because player demographics vary from game to game, it can be hard to come up with a standard unit of measure. Gamemeasure is therefore integrating its audience research data into agency planning software.