WSJ.com - Microsoft's 'Massive' Move Into Game Ads: "Microsoft Corp. plans to acquire Massive Inc., a closely held start-up that places ads in videogames, in a deal that highlights the growing flow of advertising into nontraditional media.

Massive, a two-year-old start-up with 80 employees, is one of several companies pioneering the business of placing ads in videogames. Massive's clients include Coca-Cola Co., Honda Motor Co. and other advertisers that are gradually increasing their spending on ads in videogames. Microsoft plans to announce next week an agreement to buy the New York company, said people familiar with the situation. People familiar with the matter estimated the deal to be valued at $200 million to $400 million"