News is coming through that Google is extending its tentacles still further, this time by agreeing to buy Adscape Media (for $US23 million), a company that specialises in placing advertisements within PC and console games. Microsoft recently picked up Massive (for $US200 million), a company with similar technology.

The logic is that 20 and 30-something males don't watch TV anymore; they're either on the net or playing, so in-game ads (which Nielsen is now tracking in trial partnership with Activision) are a way to reach this lost generation.

At their most sophisticated, with online gaming, ads can be constantly changed and updated.

Mario Wynands, MD of New Zealand's largest game developer, Sidhe Interactive, says he's open to the idea of dynamic ads in upcoming titles (there are already static stadium ads in Sidhe's Rugby League and Melbourne Cup). "However, we would not include dynamic advertising where real world advertising was not appropriate."