Google has officially declared that now Adscape Media, an in game advertising firm based from San Francisco, California is a part of Google Inc. Google did not disclose the price it paid for closely held Adscape, but some earlier media reports pegged the acquisition at around US$23 million. This recent acquisition of Adscape Media allows Google to access of the technology for blending advertising into games as well as the executive team at San Francisco-based Adscape.
Adscape's technology includes demographic and geographic targeting tools and a reporting interface that can help marketers decipher which ads are leading users to take action and which need to be improved.
In-game advertising covers a wide range of media, but typically involves rich media, such as moving billboards built into game scenes, or comes in the form of product placements inside games. Google said it has not decided yet what its ads might look like, did not rule out text-style ads and said it would use Adscape to help test various options.
Google's acquisition follows Microsoft's purchase of in-game ad firm Massive last year. That deal weighed in at around $200 million, but Massive is considered a far more well-established player in the space.
The move, which has been rumored for several weeks, pushes Google into the nascent yet ripe-with-potential world of in-game advertising, albeit through the acquisition of one of the segment’s less established players. While firm such as Massive Inc., which rival Microsoft acquired last year, and IGA Partners can boast of current partnerships with big name gaming publishers like Electronic Arts, Adscape has yet to make a major splash in the space.
Of course, the potential of tapping into Google’s vast network of search advertisers would suddenly seem to make Adscape that much more appealing to game publishers, who continue to see advertising as an important tactic to offset the rising cost of video game development. According to a statement on Google’s press site, “In-game advertising is an area where we believe Google could add a lot of value to users, advertisers and publishers. Adscape Media's technology and talented team are a great addition to Google's current advertising solutions for advertisers and publishers.”
Google Gets Into the In-Game With Adscape Buy - TechNewsWorld
Direct Traffic NewsGoogle Gets Into the In-Game With Adscape Buy
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