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Microsoft’s gaming subsidiary Massive Inc. has partnered with Web measurement firm comScore in an effort to bring more standardization to the still-evolving in-game advertising industry.
As part of the arrangement between the two companies, Massive will now be able to provide advertisers with tangible data on the direct impact of their in-game ad campaigns. Specifically, Massive and comScore have jointly developed a research methodology that will help brands track visits to their Web sites or search queries that result from in-game ad campaigns- — by matching Massive’s ad-serving data with information from comScore’s existing Internet audience panel.
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