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RapidFire buys Radial Network

Vancouver-based video game advertising firm RapidFire has acquired certain technology assets from IGA Worldwide, a New York-based company also specializing in video game advertising. Under the terms of the agreement, RapidFire will take ownership of IGA's Radial Network system, which places streaming ads in real time inside console, computer and mobile video games. RapidFire will use this system to replace is own ad-serving system.

According to the company, the new system will allow targeting by city, caps on the number of ad views per unique player, ads in offline games under some circumstances, a web-based reporting system, and support for video and animated ad formats.

"We're ecstatic about the deal and what it means for RapidFire's growth," said Jordan Howard, CEO of RapidFire. "IGA Worldwide was a pioneer in the in-game advertising industry, and spent many years perfecting their ad serving technology. With the Radial Network technology we'll have a much more robust system, and will be able to provide unparalleled service to both our media buying clients and our game developer partners."

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