We've seen this one coming for a while, but it's now confirmed. A New York company called Massive has been working on an ad delivery platform which will serve video ads inside your favorite online games.

Up until now, ads have been static - like billboards - but the company has spent the past year perfecting its video ad delivery system.

They caused a stir a year ago when they started offering the static ads.

"These ads are particularly suitable for Hollywood studios wanting to promote movies a week before their release date or retailers promoting holiday sales", Massive Chief Executive Mitchell Davis says. He says Massive has sold space to 35 advertisers, including Paramount Pictures.

Too bad they don't lower the price on some of these games now that we have to put up with ads now.