Google is opening the DoubleClick Ad Exchange to global game developers, permitting them to bid for TrueView's "skippable" pre-, mid- and post-roll video ads. Publishers will pay for the ads only when gamers watch them for a specified length, a format that Google says can increase engagement by up to 75% over standard pre-roll. Gameloft, Activision, Miniclip and Kongregate are among the game publishers expected to participate in the beta program, writes Laurie Sullivan.

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