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ClickZ executive editor Rebecca Leib published her notes from a Search Engine Roundtable session she moderated on advertising in blogs, RSS and games. Mark Schiller on why brands would want to join Second Life:

“You get to build a virtual connection with your real audience that makes sense and you’re able to experiment with prototypes and new ideas. There’s no direct ROI (at least traceable), although it opens up a new channel of communication and deeper connections to the brand audience.”