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As reported exclusively by Mediaweek earlier this month, Microsoft is shutting down Massive Inc., its in-game advertising division.
In a blog post late yesterday, the company said that it plans to employ Massive’s ad technology for its other properties, including Xbox Live and MSN Games. But the business—as conceived—will end. “Microsoft will wind down Massive’s third-party, in-game ad business and sunset the Massive brand name at year-end,” wrote Rik van der Kooi, corporate vp, advertiser and publisher solutions group.
Microsoft
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