Seems like the rumors of Google's intended foray into in-game advertising were not unfounded:
"Google has made a foray into in-game advertising for video games with an agreement to acquire Adscape Media for $23 million, sources familiar with the matter said Thursday.
But sources familiar with the in-game ad business said an Adscape acquisition gives Google little beyond a few potentially interesting patents. While market conditions could change rapidly, don't expect the Internet giant to announce big in-game ad deals with publishers like Electronic Arts anytime soon."
-- Red Herring
Google Could Buy In-Game Ads Firm