Over 200 advertiser and agency folks joined the Massive team and our game publisher partners last Thursday night at the Allen Room, home of Jazz at Lincoln Center, for the second annual Microsoft Advertising Gaming Upfront event, showcasing content available for brands in the latest video game titles on the Massive network. The theme of this year's event was “Where Performance Plays” and the announcement we made earlier in the day is a big step for in-game ad performance. Thursday morning, Massive announced a collaboration with comScore on breakthrough research methodology – AdEffx Action Lift For Gaming – that allows advertisers to see the direct impact in-game ads have on driving gamers to visit Web sites, conducting brand-related searches, and engaging in other online activities
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Games Advertising Takes Center Stage