Google targets in-game ads

The Wall Street Journal reports that takeover talks are currently underway for the firm and its technology, which allows for the placement of advertisements in video games, and predicts that an announcement could be made later this week.

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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