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Sources close to the matter are reporting that Google has agreed to pay $23 million for the in-game advertising company, Adscape Media.
The purchase of Adscape Media represents a growing trend of Google branching into emerging marketing medias. While in-game advertising is still in its infancy (generating less than $100 million in 2005), Yankee Group is expecting the market to grow to more than $700 million by 2010.
Adscape Media’s patented technology “[allows] for ad campaigns that can be tailored to demographic, location, genre, time of deployment and more. These customizations can be done at any time from pre-release to post-deployment on a near real-time basis allowing the publisher to optimize the gaming experience while generating new revenue streams,†according to their website.
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