Massive working hard to put in-game on the marketing map

06/3/2008 | Mediaweek

Interactive Media Services Group, at the behest of Microsoft's Massive, has verified that its impression-counting system satisfies the guidelines of both the Interactive Advertising Bureau and the Media Rating Council. Massive also has released four case studies from research firm Interpret showing the brand effectiveness of in-game ads. Both initiatives are part of an ongoing effort by Massive to put in-game ads on the same footing with traditional media.

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