Google, Adscape Media in Buyout Talks

First it was search marketing, then the possibility of an outdoor digital ad network, now it looks as if Google's next foray could be into in-game advertising.

by Kristina Knight

According to the Wall Street Journal, Google is in buyout talks with Adscape Media, an in-game advertising company. Ascape's platform allows marketers to place ads on virtual billboards inside popular video games. The system also allows for advertising over the Internet. Bernard Stolar, Adscape Chairman, told the Journal that no deal has been finalized, but he has talked with several companies.

Google isn't the first search company to contemplate the move to in-game ads. Last year, Microsoft purchased Massive, Inc. for an undisclosed amount of between $200 million and $400 million. Other in-game competitors include Double Fusion and IGA Worldwide, which recently upgraded their in-game platform to include flash technology.

Google has made several inroads into advertising outside of the search realm. Late in 2006, they began selling excess ad inventory for newspaper publishers including Gannett and Hearst. Since the company's buyout of dMarc Broadcasting, there is also talk that Google will begin to sell ads for radio and possibly television. In addition, last week, the company filed a patent for technology that could build billboards that would target ads to people driving by.