Electronic Arts introduces in-game ad dashboard for marketers

Electronic Arts has introduced a tool to allow marketers to track their in-game ads on mobile, social, Web and console platforms.

The new cross-platform tool makes it easier to aggregate data on an advertising campaign’s performance, its brand impact, social buzz, and in some cases it’s ROI, according to Elizabeth Harz, svp of EA’s global media sales team. Plus, the new tool should allow for faster data updates without the spreadsheet number crunching typical to reconciling multiplatform campaigns. “We want to make this actionable, and not a data dump,” said Harz.

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