Crain's New York reports that Nielsen Interactive Entertainment, in collaboration with Manhattan-based gaming company Massive, is launching the first in-game ad auditing service. The new service, scheduled for a mid-2005 launch, "pushes the digital game world closer to being a coherent advertising venue." As might be expected, a sales and marketing executive at one game publisher was enthusiastic about the announcement: "That a viable, respected measuring service is going to start qualifying games data and make it comparable to other media is very exciting..."