Google ventures into in-game advertising with the release of "AdSense for Games", a technology designed to put relevant advertising in web-based games:
It is an expansion of Google's AdSense program, which matches ads to the content of Web sites. Similarly, AdSense for Games will show, for example, ads targeted at young men in sports and action games. The ads themselves would be videos that players watch before or after a game, or after completing a level.
AdSense in Games lets Google offer advertisers "yet another place" to reach customers, said Christian Oestlien, senior product manager at the Mountain View, Calif.-based company.
Google's entry into the gaming space has long been anticipated and could be a hedge against slippage in online advertising from the economic downturn. Google bought Adscape Media, a small in-game advertising company, in early 2007, less than a year after Microsoft Corp. bought in-game ad company Massive Inc.