Cartoon Network, part of Turner Broadcasting, has launched technology that allows advertisers to track users of free, sponsor-funded games.
The first company to take advantage of the new technology will be Yoplait Dairy Crest, which will employ the system for its Frubes sponsored iTV game.
The new system was developed with Two Way TV and is a response to advertisers' concerns about the lack of accountability for free interactive games and activities.
Viewers playing Cartoon Network iTV games do so for an average of five minutes per session, or 15-20 minutes if they complete all levels of the game.
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