Massive In-Game Advertising Audited for Accuracy

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From a business perspective, in-game advertising has moved to a new level. Nearly two years ago, Microsoft acquired in-game advertising provider Massive. Recently, Massive completed an audit by the Media Services Group verifying Massive's methodology of counting impressions. Microsoft and Massive hope that this type of third party verification will convince partners to trust Massive's methodology and plans to perform annual audits.
Massive also tested the success of its ads with the help of media research firm Interpret. For example, Adidas tested ads it ran for Major League Baseball 2K7, confirming that consumers had a 90% improvement in their recall of Adidas' tagline.

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This page contains a single entry by Editor published on June 3, 2008 5:32 AM.

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