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The New Ad Game

July 31, 2006 issue - Last summer, while tracking some of the world's most notorious cyberterrorists through Southeast Asia, Adam Warner noticed something peculiar: the soft neon glow of a Coca-Cola machine. In everyday life, Warner wouldn't have given the vending machine much thought. But this wasn't everyday life. He was a secret agent on a reconnaissance mission-in the videogame Splinter Cell Chaos Theory. He chuckled at the cinéma vérité, then slunk back into the murky world of international espionage. The encounter lasted just seconds, but what Warner, a 26-year-old graphic artist, considered a cool new design element, Massive Inc. counted as an ad view.

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