Adweek has a broad look at the market for in-game advertising and the fact that it has not lived up to the hype of just a year ago from in-game advertising purveyors, including executives at Massive.

This story provides great ad-industry context to help understand our recent profile of Massive, which Microsoft acquired, and its business model. I also focused more on how Massive fits into Microsoft's advertising strategy.

The Adweek story outlines several gripes advertisers and analysts have with dynamic in-game advertising as it exists today, including:

Lacking impact and interactivity;

Effectiveness, execution and measurement tools remain "iffy";

Distribution mainly to the PC (read: hard-core gamers), but not as much happening on the consoles (read: the TV in the living room).