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LOS ANGELES Nielsen Interactive Entertainment and Massive Inc. today announced a partnership to provide third-party measurement of advertising within online gaming.
The enterprise claims it will be the first to offer “100 percent insight into the behavioral characteristics of game play” of online players.
New York-based Massive is the first company to start an in-game advertising network [Adweek Online, May 13] in which live ads can be placed within the games of major software companies as they are played online.
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