Yahoo partners for in-game ads

Yahoo is increasing their reach into the gaming advertising arena. The search giant has entered into two partnerships to provide in-game ads. The partnerships are with DoubleFusion and NeoEdge.

by Kristina Knight

In-game advertising is a fast growing advertising category thanks to the openness of gamers to receive ads while playing games. Studies have shown that gamers feels ads shown during games are preferable to paying for game play; gamers have also indicated that ads in games makes the games feel more realistic.

Yahoo Games is currently the most visited online gaming site, ahead of EA Online and Disney Games.

The partnerships will allow online gamers to download the full versions of games from publishers like Big Fish Games, Gogii Games and PopCap. The games will be ad supported.

Ads can be pre, mid and post-roll or CPM based.

DoubleFusion and NeoEdge will serve and track the advertisements; the ads can be purchased directly from Yahoo Games, Double Fusion or NeoEdge.

“This way [advertisers] are free to work with more than one ad serving technology,” said Kyle Laughlin. “If they also want search or display across properties in Yahoo. . .we can facilitate that, too.”