Adscape provides in-game advertising for video games, and this purchase will allow Google to offer a new form of advertising. Google is already experimenting with radio and other forms of advertising.
What Does Adscape Do?According to Google:
Adscape Media is a small in-game advertising company based in San Francisco California. Adscape Media offers dynamic delivery of advertising with plot and storyline integration - making its solutions a truly interactive marketing platform. Adscape Media supports sophisticated demographic and geographic targeting and also provides a robust reporting interface for marketers.
This is remarkably similar to what Google already offers through AdWords.
Why Would Google Want Adscape?
Google makes most of their money through contextual Web advertising. Adscape offers a similar service for video games. Many video games are played online or use data from the Internet, so this is a really good area for Google to expand.
What is Google's Main Competition?Microsoft purchased Massive in 2006. Massive offers similar, contextual advertising for video games.
Microsoft is extremely stiff competition for Google, because not only do they have a year's head start with Massive, Microsoft is also a video game developer. Microsoft produces games for computers running Windows as well as the Microsoft Xbox gaming console.