Report: Google to Purchase Adscape
Google has agreed to purchase in-game advertising company Adscape Media for $23 million, says Red Herring, giving it a foothold on the burgeoning industry and putting in contention with Microsoft’s Massive Inc.
Adscape’s technology will let Google place and measure advertising inside video games and virtual worlds. Google will gain Adscape’s Adver-Play system, which places ads directly inside a game world, and Real Virtual Gateway, which can send brand messages through two-way text, audio and video communication.
In January 2006, the Wall Street Journal said that Google was talking with Adscape and hinted that the company could go for around $200 million, the same amount that Microsoft paid for in-game advertising company Massive Inc. last year.
However Massive, an established company, had already partnered with several prominent brands including Coke and Honda. Adscape, only a year old, has not announced any brand partners. The company launched in February 2006 with $3.2 million in venture funding from HIG Ventures.
One source cited by the Red Herring said that Google did not have the experience necessary to be successful in the in-game space. With the buyout, Google gains the patents to all of Adscape’s technology and its management team, which will be moving to Google’s headquarters in Mountain View, California. The deal has not yet been formally announced.
Tags: acquisitions, Google and in-game_advertising
Article Sponsor
More News
-
Loading ...
Latest News
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
- This Week’s New Hires February 3rd 2012 ADOTAS – Another week, another round of new gigs. Here [...] more »
- Two Surveys: What Are We Doing with Mobile Devices During the Super Bowl? February 2nd 2012 ADOTAS - With the Super Bowl fast approaching and the [...] more »
Features
- How Social Targeting Can Lead to Discovery February 7th 2012
- Video: “The Future of Engagement” Looks at Audi’s #solongvampires Campaign February 7th 2012
- Three Best Practices for Increasing Subscriber Engagement February 7th 2012
- Reaching the Multi-Tasker in 2012 February 6th 2012
- Fuel Social Conversation with Web Content February 6th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- Bob: and just like that he got fired.
- 101 Best Twitter Apps Blog » Blog Archive » Social Networking: Without a Champion, Enterprise Social Tools Sputter – Formtek Blog (blog): [...] And Cons Of Social Media In Education …mediabistro.comMashable -Minnesota Daily -ADOTASall 97 news [...]
- The Rise of the Data-Driven CMO | ADMA Blog: [...] of information transparent to customers also stand to gain financially. According to a separate
- Tuesday, February 7 | Duncan/Day Advertising: [...] Messages Ever Work Online? [Econsultancy] 39% of Mobile Users Responded to Super Bowl Ads
