Do I dare?

The lack of planning tools for in-game ad campaigns is frustrating media buyers and leading to the use of stop-gap measures, reports Advertising Age.

Ad buyers are anxious to get the attention of video game players. But to do so effectively, they need tools that provide them with data, much of which is hard to come by, to lay out their plans.
While some measurement tools exist, the lack of numbers analogous to TV ratings is noticeable. One buyer also says game creators aren't acting like media companies when it comes to consumer profiling.