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Microsoft Adding Silverlight-Based Rich Media To Xbox Live Ads
Microsoft Adding Silverlight-Based Rich Media To Xbox Live Ads
June 30, 2009 | By Chris Remo

June 30, 2009 | By Chris Remo
More: Console/PC

Microsoft plans to bring its Silverlight graphical framework to Xbox 360, enabling portability of online advertising campaigns between the console and other Silverlight-supporting platforms.

According to a MediaPost report, Microsoft will open up space for advertising, presumably on the Xbox Live Dashboard, that will be identical to what is available for web ads, and will conform to Interactive Advertising Bureau guidelines.

Silverlight as a technology is similar in intent to, and a competitor of, Adobe Flash. It is used for advertising as well as other purposes, such as browser-based games and video streaming.

The article specifically indicates that "Silverlight-powered media on Xbox will have the same appearance as ads seen on a Web browser."

Video rental service Netflix recently began using Silverlight for web-based streaming, and MediaPost says Microsoft will also use the technology to add more and better-quality video streaming options to Xbox 360.

With the move, Microsoft is aiming to make advertising available across personal computers, consoles, mobile phones, and even devices based on Microsoft Surface, with a minimum of redevelopment necessary between platforms.

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Anatoly Ropotov
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Sony's answer: in-game text-based ads using "lynx" browser!

Mike Lopez
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Greaaaaaaaat. More distracting/annoying ads with greater saturation when we already pay $50 a year for the service. At least on the web we can use browser filters like Flashblock/Ad Block to reduce the clutter.

Amir Sharar
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I have a feeling that this will allow the current panels found on the NXE interface to be a bit more animated, rather than using any other portion the screen for advertising. It would seem the most natural for that interface. Anything else would be intrusive and annoying.

I'm sure I wasn't the only one wondering why Silverlight wasn't featured on the Xbox earlier (even on the old interface)...perhaps cross-platform compatibility was something MS highly valued.