"It's not the old media world anymore," said Michael Cai, analyst with Parks Associates in Dallas, who estimates that spending on advertising within games will grow to more than $800 million in 2012, up from $90 million this year. "You now have lots of new platforms, new media, new business models. Nielsen is trying to branch out. They've learned from the past, and now they want to make sure they're on top of any emerging media."

From the article "Nielsen to track video game use," by Alex Pham.

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