Earlier this year, in January, the WSJ (sub req’d) speculated that Googlewas acquiring Adscape Media, which inserts ads into video game. The company launched in early 2006.

Red Herring confirms that the deal is happening (for $23 million). Sub-$20 to $30 million (with a few exceptions) is Google’s acquisition “sweet spot.” Once a valuation exceeds that amount Google is less inclined to acquire. Google buys companies for their engineers/talent and their technology. Here it’s clearly the technology and related capabilities.

In 2006, Microsoft bought Massive, which also provides in-game ad insertion.

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Google, AdScape, Video Game Advetising Company, Deal