Digital Media Buzz > Massive Inc., comScore Announce Breakthrough In-game Advertising Research Methodology

Massive Inc., comScore Announce Breakthrough In-game Advertising Research Methodology

By: comscore.com

REDMOND, Wash. and RESTON, Va. — Nov. 12, 2009 — For the first time ever, advertisers will now be able to see the direct impact that in-game advertisements have on consumer online behavior, thanks to a new research partnership between Massive Inc., a wholly owned subsidiary of Microsoft Corp., and comScore, Inc.

Through an innovative methodology developed by the two companies, advertisers will get an inside look at the degree to which in-game ads motivate gamers to visit Web sites, conduct brand-related search queries and engage in other online actions, something that previously had gone un-measured…….[read entire story]