According to MediaPost's article, "Microsoft Targets Television Advertisers For Xbox Live, Embeds Nielsen Measurement In-Game", Microsoft's Xbox Live advertising group will be collaborating with Nielsen to embed Nielsen's traditional TV and video measurment tool to help them convince TV advertisers to expand campaigns to the Xbox platform.

Pushing the 'Three Screens' concept, Microsoft has been working to run multimedia ads produced in Flash as well as Silverlight on on the Xbox.
By embedding these technologies on the platform, agencies will be able to repurpose content far more easily, saving time and money while extending the interactive experience of the Xbox.

Vicky Tamaru discussed the promise of Xbox as a platform that offers a new world of opportunity for content creators (including the networks) and advertisers back in February 2009 in the article "Xbox: Advertising Game-Changer?".