Google Reportedly Buys In-Game Ad Company

Google's on-again, off-again deal to buy AdScape is apparently on again, according to Red Herring. Google will reportedly buy the in-game advertising technology provider for $23 million.

The company built a platform to sell dynamic, performance-based ads in video games, but has not announced game publishers that are using its system. Adscape launched in February 2006 with $3.2 million in funding from Atlanta's HIG Ventures.

A Wall Street Journal report puts the purchase price between $200 and $400 million, which is similar to what Microsoft reportedly paid when it acquired in-game ad provider Massive last year.