Zynga grows one thing advertisers want: mass reach

Zynga, the gaming giant behind time-sucking Facebook phenomena such as Farmville, Mafia Wars and Frontierville, is building a media giant out of tiny transactions from millions of people buying seeds, sheep, tractors, weapons, skill points and other virtual goods.

The company has a tortured history with advertising, and — like Facebook — was once known for low-rent lead-generation ads such as the IQ test and Video Professor. But over the past year, the company has perfected a different kind of advertising that appeals to brands: ads that pay consumers for their attention.

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