Vindex today announced a partnership with the Interactive Advertising Bureau (IAB) to unlock the full extent of media and sponsorship opportunities in gaming, esports, and live streaming. The Vindex Intelligence Platform launches today and will leverage the company’s data collection across the gaming content ecosystem. The intention is to equip stakeholders with actionable measurement, growth, and engagement solutions.

“The Vindex Intelligence Platform is a major step toward overcoming a key hurdle of decentralized data and measurement in the game content ecosystem,” said Mike Sepso, CEO and Co-Founder of Vindex. “The platform provides brands and agencies with a better understanding of the gaming audience and gives advertisers the confidence to navigate this continually evolving space. In partnership with the IAB, we’ll have a unique opportunity to bring game publishers, esports teams, and the larger creator economy together with advertisers.”

The Vindex and the Interactive Advertising Bureau collaboration will work to improve transparency in the gaming and esports ad buying process by launching active workshops with brands, marketers, and video game publishers in the IAB Brand Academy. The academy will feature a series of classes exclusively curated for brand marketers and agency executives to help them connect with publishers, platforms, and data companies.

“While the gaming consumer continues to be one of the most valuable for brands and advertisers to target, the omnichannel nature and lack of data make this group difficult to reach,” said Zoë Soon, VP Experience Center at IAB. “IAB applauds industry leaders like Vindex who are developing data solutions and insights to help demystify the games content ecosystem.”

The Vindex Intelligence Platform offers open and transparent metrics, comparisons between streaming destinations, and facilitating the measurement of media value and campaign performance among ad buyers and sellers. It will also measure audience engagement, media consumption habits, and player activity trends across live streaming platforms, esports events, and VOD content.

The Vindex Intelligence Platform has been developed by a team of data scientists and engineers from top research, technology, and entertainment companies including Disney, Nielsen, YouGov, FanDuel and Uber. The team is supported by Vindex leadership, representing sports and media executives from esteemed companies such as Major League Gaming, Activision Blizzard, UFC, and more.

Vindex’s IAB Brand Academy will launch sessions in June.