This data became known through public court documents filed as part of the FTC’s lawsuit against Redmond residents.
It has been revealed that the IT giant plans to use the Activision advertising platform to expand its own advertising network, known as Microsoft Audience Network (MSAN). It uses artificial intelligence to personalize ads shown to users.
For now, ads are expected to be added only to free-to-play games such as Call of Duty Mobile, Candy Crush and Hearthstone.
Such a strategy could be part of Microsoft’s broader plan to invest in mobile gaming and create low-cost, ad-supported plans for Xbox Game Pass.
This isn’t the first time Microsoft has tried to integrate ads into the gaming ecosystem. Perhaps the combination of MSAN and Activision’s ad tech will form the basis of new, cheaper subscription plans.
Source: Ferra
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