Media Measurement Future of TV Gaming

NBCUniversal pivots into in-game advertising with Anzu tie-up


By John Glenday, Reporter

February 28, 2022 | 3 min read

NBCUniversal and Anzu have joined forces to develop new advertising opportunities in the fast-growing gaming and esports domains.


The tie-up sees NBCUniversal offer Anzu’s clients the ability to screen ‘non-intrusive’ in-game ads across its gaming inventory

The tie-up sees NBCUniversal act as Anzu’s global sales partner and its exclusive third-party seller in the US and UK, offering its clients the ability to screen ‘non-intrusive’ in-game ads across its gaming inventory.

Permitting Anzu to leverage established client and agency relationships built around NBCUniversal’s One Platform opens the door for advertisers to purchase a range of interactive and data-driven contextual ads that meet its established privacy and brand safety standards. Participants will also have access to a suite of measurement and fraud detection tools offered by Anzu.

Krishan Bhatia, president and chief business officer at NBCUniversal, said: “In addition to streaming, gaming is one of the fastest-growing ways to reach young audiences. This partnership with Anzu will allow our marketers to engage with an audience of over 3 billion gamers worldwide, and we’re only getting started.”

Itamar Benedy, co-founder and chief executive of tech platform of the year Anzu, added: “This new partnership means more brands and agencies will be able to take advantage of our solution to reach an engaged and untapped audience within the world’s most popular titles while preserving the gamer experience. We also believe, over the next few years, most Fortune 500 brands will incorporate gaming into their ad strategies, and the partnership with NBCUniversal brings us a step closer to this becoming a reality.”

NBCUniversal has established itself as a leading player in technology, with the company amassing growing capabilities in data and measurement as it pushes for cookieless identity solutions.

Media Measurement Future of TV Gaming

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Anzu is the most advanced intrinsic in-game ad solution for mobile, PC, console, and the metaverse. Anzu’s in-game ads put players first and help advertisers reach...

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