I almost take it for granted that Google is getting into every business, including in game advertising according to IMediaConnection.  

Maybe the only thing I'd be surprised at is Google getting in the Garbage Collection or Hotel Management , etc.

"…Google Inc. is in talks to buy in-game advertising firm AdScape Media, reports paidContent.org and the Wall Street Journal (subscription required).

The acquisition has not been officially announced but it is expected that Google will say something this week or next.

Google, through this potential buyout, is looking to bring their contextual ad technology into the growing console and casual games market.

Last April, Microsoft Corp. bought Massive, an in-game advertising company, in a deal valued between $200 and $400 million."

I'm just wondering what Google is going to do with In Game Advertising……. put AdSense there?   Hmm, so I bid to have my ad appear in someone else's game? 

Let's say I'm right about this - and Google charges the advertiser to get their content in a game based on a bidding, CPC model, won't some ads be inappropriate for the games they'd appear in?  

For example, if my add is for dry cleaning and I am playing Grand Theft Auto online - would an ad like fit into the game's theme?

I'm just wondering - as Google buys more and more businesses and remakes them (IE: Radio Advertising, In Game Advertising, Analytics, Architectural Drawings, character recognition in pictures, Photo Editing,  Wiki Software, Video Downloads, Mobile Mapping, Word Processing and Office Applications, etc) at what point does Google become the Roman Empire all over again?