The Null Device

Pitfall Harry wore Khakis: The next frontier for product placement: video games:
For The Groove Alliance's new racing game, SkyRacer Impulse, Shockwave will use a DoubleClick DART server to dynamically stream ads into billboards placed around the track. "The advertiser's brand is part of the interactive environment," says Varet. "It's not something you can zone out of. If someone's playing our game, they're staring right at your brand."

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