Nielsen Entertainment Media, conjurers of numbers replete, and Activision, skateboard bankers, have partnered to develop tools to create complex fictions of relevance for in-game branding.

I offer my perspective on the latest victory for the Razor-scooter-set over in eMarketingIQ, the gist of which is "... The concern is that it might be more of a way for the ad industry to justify the ‘buying’ of in-game ads to the media purchaser."

If you need any more evidence that there is a special circle of hell for advertising executives, check out what Andy Wing, CEO of Nielsen had to say about the collaboration: