A stand-alone expansion, entitled Halo: Custom Edition, was released as a Windows exclusive, and allowed players to create custom content for the game.
"It was electrifying," said Mr. Trachtenberg, the senior director of custom content for emusic.com.
The move is part of a larger trend toward custom content.
Custom content, or native advertising, has become a major way for publishers to charge premium prices.
Elizabeth Heichler is the custom content editor at MIT Sloan Management Review.
What implications does this line-drawing have for the right of publicity, native advertising, and custom content?
Our website uses the Open Berkeley platform, a custom content management solution built with Drupal and hosted on Pantheon.
Chiat sold the agency six years ago and is now the chairman of Screaming Media, a company that distributes custom content to Web sites.
"If you're going to work with them on custom content, the question becomes how you make sure it's content readers really want to read," she added.
"We've done custom content development on a campaign-by-campaign basis for marketers, but never something as deep as this, creating a platform on a continuous basis".
For example, sponsored articles, which allow companies to put custom content in front of LinkedIn users, have just become widely available to advertisers.
