Sony has entered into a new partnership with The Nielsen Company who specialise in market research and tracking the effectiveness of advertising. The driving force behind this collaboration is to try and understand and implement some form of tracking on the rather touchy subject of in-game advertising.

This new scheme will be tested in North America initially and will result in Sony sharing statistics from the PS Network including what is being played most, what content they are viewing and probably a number of other undisclosed little bits of information that you probably don't want everyone knowing!

The ultimate goal is to give advertisers the chance to target individuals and sections of the gaming market and of course to give publishers more of an idea if in-game adverts are just a money generating exercise or if they genuinely have a place in the virtual worlds we all love so much! I am pretty sure they will find out that most gamers don't waste their time looking at the latest DVD ad when there is any sort of action taking place!

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