Nielsen Media Research announced the launch of GamePlay Metrics, a new rating service for video games.

GamePlay Metrics will establish the buying and selling of ads in video games, while tracking the activities of gamers across other platforms such as TV and the internet.

The company says the metrics will give advertisers a greater level of precision for targeting the digital consumer.

"The value of an entertainment medium is directly proportional to how well it is measured," says Jeff Herrmann, vice president of Nielsen Wireless and Interactive Services. "A reliable and accurate standard of measurement for video gaming will drive advertising investment in this medium and convert video game advertising from a discretionary choice to a must-have option."