In-game advertising and tracking of its effectiveness remains a pretty primitive area, but Nielsen Entertainment Media announced in April that it was working with Activision to create an advert tracking technology for use within games, which would monitor how many in-game advertisements a user encounters and when. Non-audible code would be inserted into the game that would be picked up by a special device. Nielson is currently in talks with game studios about including the technology in some of their latest games.