Google has acquired Adscape Medi

Google has acquired Adscape Media, an in-game advertising firm. Google did not disclose the price it paid for closely held Adscape, but some earlier media reports pegged the acquisition at around $23 million, which gives Google access to technology for blending advertising into games as well as the executive team at San Francisco-based Adscape.
Google did not disclose the price it paid for closely held Adscape, but some earlier media reports pegged the acquisition at around US$23 million, which gives Google access to technology for blending advertising into games as well as the executive team at San Francisco-based Adscape.

Adscape's technology includes demographic and geographic targeting tools and a reporting interface that can help marketers decipher which ads are leading users to take action and which need to be improved.

In-game advertising covers a wide range of media, but typically involves rich media, such as moving billboards built into game scenes, or comes in the form of product placements inside games. Google said it has not decided yet what its ads might look like, did not rule out text-style ads and said it would use Adscape to help test various options.

Google's acquisition follows Microsoft's purchase of in-game ad firm Massive last year. That deal weighed in at around $200 million, but Massive is considered a far more well-established player in the space.