Posted February 16, 2007 10:19 am by with 3 comments

Tweet about this on TwitterShare on LinkedInShare on Google+Share on FacebookBuffer this page

Red Herring is reporting Google has acquired video game advertising firm, Adscape Media for $23 million. It’s unclear at this stage whether this is a just a move to buy a “few potentially interesting patents” or Google’s entry into in-game advertising.

From my own experience, I’m personally starting to question Google’s acquisition strategy. Now, I have no inside information, but I can relate their actions to what I went thru as part of Think Partnership (parent of the now defunct WebSourced).

The old management of THK decided the best way to grow the company was to acquire as many marketing and technology companies they could, show the market they were on the cutting edge and hopefully, grow the bottom line. Unfortunately, Think Partnership didn’t give much thought to how exactly they were going to make all of these acquired companies work with each other. Before I left in 2005, there was no direction and many of the acquired companies started grumbling that they felt as if they had been brought on with great promises, but then discovered no real strategy to the acquisition – does that sound like dMarc to you?

Anyway, fast forward a couple of years, and thankfully, THK has a new management group that is focusing on actually integrating the acquired companies – to what success, I don’t know – and appears to be back on track. Google might want to take a look at THK and learn from its lesson. Simply buying cool companies – because you can – means nothing, unless you actually take the time to figure out what you’re going to do with them.

Disclaimer – I guess I should point out that I do still own some THK shares and I also have one share of Google stock.


  • TMS

    Dynamic advertising in video games….make your Adwords purchase then crash through a virtual billboard with your logo on it.

    Forget the advertising firm. Buy the video game company and incorporate their technology amongst your current products.

    Personally, I want to see Google Earth with a DOOM style engine.

  • I’ve never been sold on in-game advertising. When I play a game I don’t pay attention to any of the advertising, especially when I am involved in the game.

  • I don’t think the point of in-game advertising is to jump out at you and make you want to buy something that instant, I think it’s more about subconsciously getting it into your head and then if/when you come across for a need for a product, you know of the ones you’ve seen in the game.