Ad Pacts for Double Fusion | Adweek
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Ad Pacts for Double Fusion

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NEW YORK In-game advertising vendor Double Fusion has locked a spate of exclusive ad deals with several publishers who produce games for Sony’s PlayStation 3 console.

The San Francisco-based Double Fusion has inked pacts with the publishers THQ, Sega, Eidos and Midway to sell ads for various titles on the PS3.

Double Fusion is one of a handful of companies that can deliver dynamic ads within games. These ads appear during live play and can be changed on the fly long after the titles have been developed and sold.

Until earlier this year, Sony was a conspicuous hold out in the in-game ad world. Given the PS3’s large, mostly mainstream audience, exclusive deals like these are coveted as vendors like Double Fusion as they look to increase the scale of their ad offerings.