As ads evolve into mini-applications, analytics that capture the new kinds of data they capture will similarly evolve.

This week, in-app video ad platform ironSource is announcing a new In-Ad Data Platform that is designed specifically for playable in-app ads, which are mini-games. COO for Developer Solutions Tal Shoham told me that, to his knowledge, the new platform is providing a previously unavailable level of granular detail about the choices made by users as they move through the ad’s story or funnel.

“With the rise of interactive ad units like playable or interactive video ads, the ad has suddenly become not just part of a funnel, but a funnel in and of itself,” Chief Design Officer Dan Greenberg said in a statement.

[Read the full article on MarTech Today.]