Perhaps I think this is bigger news than it is, but I was surprised that not a single blog I read commented on this Zacary Rodger's ClickZ story.

In it, Zachary announces that Massive Inc will be rep'ing the ad inventory inside Funcom games, and, that Nielsen will provide measurement services for them (and others).

I suspect many of the technologies we use on the web will migrate into the game space (especially inside MMORPG); the obvious early contender is Behavioral Targeting.

Someone ought to tell the Second Life folks about this...