Google closes in on in-game ads

The $23m purchase is no YouTube but it potentially extends the reach of the search king. Google is also looking at ways to be omnipresent in radio, podcasts and other digital media fields.

One gotcha could be what is known in advertising circles as Annoying The Hell Out Of People Who Didn't Turn On Their Devices Just To Get Larded With People Advertising Crap.

Google's Don't Be Evil mantra might still hold but as it extends beyond the full-screen desktop web, Don't Be Annoying surely gets an awful lot harder. And you kids playing those games don't want to be offered context-sensitive opportunities to buy weapons, surveillance and body armour just as Tharg comes around the corner with the Uzi. We hope. µ