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NEW YORK Nielsen Media Research has launched its long-awaited GamePlay Metrics service, a measurement product designed to collect audience data for video games.
The new service, which is expected to begin generating the video-game equivalent of TV ratings by mid-2007, is aimed at establishing standard metrics and third-party objectivity to the burgeoning segment of in-game advertising, which is predicted to be a $730 million market by the end of the decade, according to The Yankee Group.
GamePlay
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