Adscape’s AdverPlay system allows each ad spot to be activated and deactivated on the fly, dispensing with the need to update a game’s code in order to change the placement of advertisments.
"We are always considering new ways to extend Google's advertising program to benefit our users, advertisers and publishers," a Google spokesperson stated. "In-game advertising offers one such possible extension among many others.”
The deal follows Microsoft’s purchase of in-game ad firm Massive whose client base includes the likes of EA, Vivendi, Ubisoft, Konami and THQ.
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