Mochi Media, which tracks web gaming traffic, has established an advertising network to offer dynamically inserted ads in free online games, reports AdWeek.

The service, MochiAds, gives advertisers access to independent game makers "who don't have contracts with [game giant] Electronic Arts," Mochi Media CEO Jameson Hsu told AdWeek.

MochiAds embeds changeable ads in a game wherever it goes. According to the company's website, "MochiAds enables advertisers to reach a highly sought-after demographic through engaging, virally distributed Flash games and simultaneously provides game publishers an effective, non-obtrusive revenue channel to support their creative talents."

"It's like [Google] AdSense," Mike Geiger, director of interactive production, Goodby, Silverstein & Partners, told AdWeek, adding that Goodby has MochiAds in mind for several 2007 media campaigns.

Video gaming is a $27 billion global industry, and Nielsen Entertainment has reported that more than half of the nation's 117 million active gamers play online.

In October, Nielsen released GamePlay Metrics, which will establish the buying and selling of ads in video games, and track the activities of gamers across other platforms such as TV and the internet.

To learn more about advertising to this market, read Reaching Gamers: Your 10 Minute Guide.