In-game
advertising network Massive is being bought by Microsoft.
according to the Wall Street Journal. The asking price for the purchase is guesstimated at being somewhere
between $200 and $400 million, which is kind of like the cable guy saying he'll be by your home between 10 AM and 4 PM
in terms of specificity. Interestingly, as ClickZ points out, this is actually a bad thing for the kind of business
model Massive had developed since partnering with Microsoft will only harden the resolve of publishers to not join a
network like Massive. Instead, this is likely to be a move by Microsoft to fill in the knowledge gaps it has internally
as it moves toward integrating its Xbox game platform with adCenter ad delivery. The deal could also mean that the large
publishers who were hesitant to sign with a network like Massive in the past will begin buying some of its competitors
as a way to secure an in-house ad system. The public radio program Marketplace has a full report you can listen to here.Microsoft buying Massive
In-game
advertising network Massive is being bought by Microsoft.
according to the Wall Street Journal. The asking price for the purchase is guesstimated at being somewhere
between $200 and $400 million, which is kind of like the cable guy saying he'll be by your home between 10 AM and 4 PM
in terms of specificity. Interestingly, as ClickZ points out, this is actually a bad thing for the kind of business
model Massive had developed since partnering with Microsoft will only harden the resolve of publishers to not join a
network like Massive. Instead, this is likely to be a move by Microsoft to fill in the knowledge gaps it has internally
as it moves toward integrating its Xbox game platform with adCenter ad delivery. The deal could also mean that the large
publishers who were hesitant to sign with a network like Massive in the past will begin buying some of its competitors
as a way to secure an in-house ad system. The public radio program Marketplace has a full report you can listen to here.Reader Comments
(Page 1)Add your comments
Please keep your comments relevant to this blog entry. Email addresses are never displayed, but they are required to confirm your comments.
When you enter your name and email address, you'll be sent a link to confirm your comment, and a password. To leave another comment, just use that password.
To create a live link, simply type the URL (including http://) or email address and we will make it a live link for you. You can put up to 3 URLs in your comments. Line breaks and paragraphs are automatically converted — no need to use <p> or <br> tags.
1. I went through the report and i think that this is a good move by Microsoft. Microsoft can use the service of Massive to make itself stronger in the gaming industry.
Posted at 9:52AM on Apr 27th 2006 by Razib Ahmed