This is certainly an interesting use of the technology, & I'm suddenly really glad that I'm not a SWAT 4 player. Nothing like paying for & installing spyware yourself, 'eh? Wow.

"They reported that after the player is finished, the game "contacted madserver to tell the advertisers how long the gamer spent with each advert in their view. This is mapped to the gamer id, so they know which player in the game saw the advert, and when, for how long, and from how far away (by virtue of the size attribute). Even the average viewing angle is passed back."