A few weeks ago, I wrote about the speculation around Google possibly acquiring Adscape Media. While I was over across the pond at London SES, it looks like Google sealed that deal to acquire Adscape Media to the tune of $23 million.
This puts Google's toes in the water, so to speak, in this market, but they certainly still lag way behind Microsoft's Massive Incorporated, IGA Worldwide and Double Fusion. Adscape Media is still a relatively new company in this market space and really doesn't have the publishers locked up like their competitors do.
Microsoft has had almost a year head start on Google in the in-game advertising industry, and looking at Massive's stock of publishers and advertisers - Adscape/Google has a lot of catching up to do. Microsoft also has a big advantage in knowing this industry in a bit more depth than Google, since Microsoft is the creator of popular XBox console.