Marketers were more aggressive in channeling ad dollars to in-game placements this year as publishers and developers became more open to such brand integrations, according to this article. The IAB's first report on the segment also was key to the medium gaining wider acceptance. "Having the IAB recognize in-game advertising as a significant media for advertisers and the games industry in general is really important," said Chris Houtzer, senior director of new media and games at RealNetworks.

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