via Nicholas Lovell comes a rumour that Google are nearing a release of the in-game ad service they’ve been testing for a while. It’s most likely true given the recent release of Lively. Also, as Nicholas points out:
the opportunity for independent and smaller studios who fall below the radar screen of Massive, IGA or Double Fusion will be huge.
The current players of in game advertising are all chasing the short head while they struggle to create a big enough market, and it’s entirely possible that Google will eclipse them all with the long tail.