UPDATE [April 27, 06]: NY Times, "Microsoft Is Said to Be Near Deal to Buy Ad Technology", Matt Richtel.
"Microsoft is close to reaching a deal to buy Massive Incorporated, which makes technology that inserts advertisements into video games, a member of Massive's board said yesterday.
The board member, Douglas P. Miscoll, a partner with the venture capital firm Newlight Associates, said the price was $200 million to $400 million, but he declined to be more specific.
He said the deal was not yet signed and that it could yet fall through. The deal "has not yet closed," Mr. Miscoll said, "but we think we're on track." He said his firm had invested around $4 million in Massive. [...]
The notion that Sony might reject ads placed by Massive "is a possibility, but it may not in fact be the way things turn out," Mr. Miscoll said. He added that Sony or others, even if they compete with Microsoft, may not be able to resist accepting Massive's advertising because 'the economics of the Massive network to the video game publishers are very compelling.'"