"If advertisers aren't spending more on in-game advertising these days, it's probably because they're holding back, anticipating a metric that will track and measure game usage much the way radio and TV reach-and-frequency is measured, analysts say.
But the next-generation game consoles -- with their complex technologies -- are playing havoc with efforts by Nielsen Interactive Entertainment (NIE) to devise such a measurement."
Paul Hyman, "Advertisers Await Game Measurement", Game Daily, Jan 26, 2006.
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