Interactive In-Game Billboards Coming

GameDaily is carrying the news that in-game advert company Massive, Inc. is planning to launch interactive in-game billboards. They cite free-but-for-ads MMOG Anarchy Online specifically, but one imagines this technology will be seen in other titles they're licensed for. From the article: "Last week, Funcom and Massive announced a new sort of billboard ad in Anarchy Online. Called 'interactive advertisement technology' this new feature will allow players to do more than just passively look at an ad. Instead, players can interact with the ad and see a more detailed model of the Toyota Yaris, for example."