Massive's CEO Mitch Davis in an interview for Inside Branded Entertainment:
"Massive has defined an advertising unit in a video game that suits the game. In TV, there are 30,15, and 10 second ad units. In video games, a 15 second cumulative ad unit of a minimum size in a minimum angle to the screen has been defined. This ad is not counted as an impression until it hits all of those thresholds, and is very much tailored to the game."
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