CNET News Blog reports:
Microsoft showed off its Massive advertising platform in Times Square in New York on Tuesday.
The tech giant wanted to show the advertising world, which is gathered in New York for the annual Advertising Week conference, exactly how the dynamic in-game advertisements work.
Flashing high above 43rd Street were clips from a series of games that showed avatars stopping to view a movie trailer for the Hollywood blockbuster 300. A Toyota advertisement also lined the outfield wall in a baseball game that's played on Microsoft's Xbox game console.
"The idea is to have advertisements appear and fit in naturally to the games just as they would in real life," said Jay Sampson, vice president of North American and Asia Pacific sales for Massive, Microsoft's in-game advertising marketplace. "But these advertisements are also dynamic. So the ads can be updated or changed by the advertiser at any time."
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(See Alternative Sources for Massive homepage and the demo video.)