Google has confirmed the acquisition of in-game ads company Adscape Media.
"In-game advertising is an area where we believe Google could add a lot of value to users, advertisers and publishers," details the company on its website.
"Adscape Media's technology and talented team are a great addition to Google's current advertising solutions for advertisers and publishers."
Rumours of the search giants interest in Adscape Media came to light in 2006, followed by a report in February of this year that stated the company had paid USD 23 million (EUR 17.5m) for the San Francisco-based specialist.
"As more and more people spend time playing videogames, we think we can create opportunities for advertisers to reach their target audiences while maintaining a high quality, engaging user experience," commented Google.