Microsoft acquires vid-ad company Massive

May 8, 2006
A man walks past a giant Microsoft logo

Microsoft Corp. announced Thursday it would be acquiring Massive Inc., a creator of video-game advertising.

The company hopes this strategic move will attract broader consumer interest in interactive games and expand advertising interests starting with its products Xbox Live and MSN Games, Microsoft announced at the seventh annual MSN Strategic Account Summit.

"Advertisers are having a tough time connecting with the elusive 18- to 34-year-old male demographic because this group continues to spend less time watching TV and more time playing video games," said Joanne Bradford, Microsoft's corporate vice president of global sales and marketing and chief media revenue officer. "Massive and Microsoft can help lead with our shared vision of delivering more targeted, measurable and effective opportunities for advertisers to reach today's youth audience in a largely untapped market."

"Joining forces with Microsoft will allow Massive to deliver even greater benefits for advertisers, game developers and gamers through one of the world's largest, most comprehensive online networks," said Massive Chief Executive Officer Mitchell Davis. "While our current business relationships will remain in place, with Microsoft we have the prospect of extending our technology into a vast array of new markets and online environments."

Financial details of the acquisition were not disclosed, but Massive employees will continue working in existing offices.

Copyright 2006 by United Press International

Explore further: Drowning in a sea of messaging apps

Related Stories

You may well ask. Who, not what, is talking?

September 12, 2016

(Tech Xplore)—This is for real. Human speech synthesis has reached a new high. Thanks to DeepMind, there is every indication that machines are getting quite good at sounding like humans.

Debunking the myth of password security

November 4, 2016

When U.S. presidential hopeful Hillary Clinton was found to have used a private email server for government business as Secretary of State, there was a collective gasp of disbelief. That disbelief quickly turned into horror ...

Reported Yahoo email scanning revives surveillance concerns

October 6, 2016

Yahoo's reported willingness to search user email to assist U.S. government investigators has revived concerns about court-approved surveillance programs that companies aren't allowed to disclose to the people using their ...

Tech's future is likely to be in goods

October 5, 2016

It's easy to imagine a future in which products as mundane as toasters and window blinds will be connected to the internet and controlled by software.

Recommended for you

Samsung to disable Note 7 phones in recall effort

December 9, 2016

Samsung announced Friday it would disable its Galaxy Note 7 smartphones in the US market to force remaining owners to stop using the devices, which were recalled for safety reasons.

Swiss unveil stratospheric solar plane

December 7, 2016

Just months after two Swiss pilots completed a historic round-the-world trip in a Sun-powered plane, another Swiss adventurer on Wednesday unveiled a solar plane aimed at reaching the stratosphere.

Solar panels repay their energy 'debt': study

December 6, 2016

The climate-friendly electricity generated by solar panels in the past 40 years has all but cancelled out the polluting energy used to produce them, a study said Tuesday.

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.