NEW YORK, June 3 /PRNewswire/ --

- As in-game media form matures, proven accuracy of Massive's impression 
counting provides strong accountability for advertisers and agencies.

Massive Inc, a wholly owned subsidiary of Microsoft Corp and a leading
network for video game advertising, today announced that it has successfully
completed an audit by Interactive Media Services Group Ltd (ImServices) to
verify the accuracy of Massive's process for impression counting. As the
first dynamic in-game advertising network to undergo a third-party impression
audit, Massive provides advertisers and agencies with the accountability
required of a mature media form.

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"Our audit by ImServices, an industry leader in auditing websites and
advertising networks, is the latest affirmation that the Massive in-game
advertising network is taking the necessary steps to rapidly evolve and to
deliver the level of measurement and accountability our clients expect," said
Cory Van Arsdale, chief executive officer of Massive. "As the pioneers and
leading innovators in the in-game industry, we remain committed to a high
level of transparency and integrity in our processes, and third-party
auditing is a critical step."

"Our review of Massive's controls over advertising delivery, measurement
and data security shows Massive to be compliant with the Interactive
Advertising Bureau (IAB) Ad Impressions Measurement and Audit Guidelines and
applicable Minimum Standards as published by the Media Rating Council (MRC),"
said Dick Bennett, CEO of ImServices. "I believe it is significant that
Massive, one of the top players in online gaming, has taken the leadership
role and become the first in-game advertising network to seek a third-party
audit."

Massive will undergo annual audits on the performance of its current
procedures based on standards for accuracy and accountability. Specifically,
the audit verifies that Massive's process for impression counting is
consistent, and that the sizes, angles and cumulative second thresholds cited
are accurately reflected in the network's technology and operations.

While no industry standards currently exist for in-game advertising
measurement, Massive will be one of a number of in-game advertising companies
working with the IAB and the MRC to develop acceptable standards. Once such
guidelines are in place, Massive will evaluate its processes and make
necessary adjustments so that it is in full compliance, and will make them
the basis of all subsequent audits.

The team's broad industry experience at ImServices has given them
considerable insight into the needs of online advertisers, content providers
and service providers. They possess a thorough knowledge of the processes
involved with developing independent measurement standards and have been
deeply involved in initiatives to create these critical standards for the
online advertising community. Through active participation in key
organisations such as the Interactive Advertising Bureau (IAB) and
Advertising Research Foundation (ARF), they have helped to shape evolving
online measurement and verification standards.

About Massive Inc

Massive Inc, a wholly owned subsidiary of Microsoft Corp, is the creator
of a leading network for dynamic video game advertising. The Massive Network
offers advertisers the ability to engage an aggregated gaming audience in
real time across multiple platforms. Over 200 blue-chip advertisers have run
campaigns across the Massive Network throughout North America and Europe.
Publishers in the Massive Network generate revenue through dynamic in-game
advertising, enabling them to fully realise the value of their content while
preserving and enhancing the game experience. Massive's technology allows for
all forms of downloadable media and advertising content to be contextually
integrated into the game environment, including image, audio, video and game
object formats. More information can be found online at
http://www.massiveincorporated.com.

About Microsoft

Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in
software, services and solutions that help people and businesses realise
their full potential.

About Microsoft EMEA (Europe, Middle East and Africa)

Microsoft has operated in EMEA since 1982. In the region Microsoft
employs more than 16,000 people in over 64 subsidiaries, delivering products
and services in more than 139 countries and territories.

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