The patent's abstract description reads, "Information about a person's interests and gaming behavior may be determined by monitoring their online gaming activities (and perhaps making inferences from such activities). Such information may be used to improve ad targeting."Source: Tech Report.
The folks at Shacknews have fished out a few choice bits from the patent itself, including a claim that says a user's dialogue and gameplay style "may be used to characterize the user." A situation where a user might be asked to listen to a new Coldplay album in a "Sims type game" is also described. In that case, the user's responses to that ad and others could be tracked.
Google patents in-game ad system
Posted on Saturday, May 19 2007 @ 12:16 CEST by Thomas De Maesschalck