Two SWAT4 online gamers have figured out a way to turn off the ads served in real time by Massive and have posted the steps online, MIT Advertising Lab reports (via MediaBuyerPlanner). The gamers' report outlines all of the information Massive is making available to its advertisers. Here's a sample: "A single HTTP request is sent by our game client to signify that the game has ended. A timestamp and our session/gamer ids are sent. This sort of information gives the advertisers a more complete idea of how long we play, and at what times of the day, and enough information for them to calculate any patterns. They could even determine what levels are more popular and maybe charge more for advertisers to get advertising space in these levels."