Google acquires in-game advertising company

Posted on Monday, February 19 2007 @ 0:06 CET by Thomas De Maesschalck
Google signed an agreement to buy Adscape, an in-game advertising company, for $23 million.
The move comes after news broke last month that the Internet advertising giant was in the final stages of buying the startup, a deal that could give Google an entry point into a new advertising category.

But sources familiar with the in-game ad business said an Adscape acquisition gives Google little beyond a few potentially interesting patents. While market conditions could change rapidly, don't expect the Internet giant to announce big in-game ad deals with publishers like Electronic Arts anytime soon.

“There is a whole world of difference between the form of advertising done by Google and Madison Avenue,” one source familiar with the in-game ad business said, comparing Google's familiar text-based ads to the rich media used in videogames. “While everyone appreciates the dollars Google can throw around, when it comes to [in-game ad] experience they just don’t have it.”


About the Author

Thomas De Maesschalck

Thomas has been messing with computer since early childhood and firmly believes the Internet is the best thing since sliced bread. Enjoys playing with new tech, is fascinated by science, and passionate about financial markets. When not behind a computer, he can be found with running shoes on or lifting heavy weights in the weight room.



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