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Anzu partners with IAS to standardize in-game ad measurement

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By John Glenday, Reporter

July 28, 2022 | 3 min read

In-game advertising platform Anzu has partnered with verification standard bearer Integral Ad Science (IAS) to help the medium compete with more established forms of media.

Gaming

IAS has positioned itself as a standard bearer for in-game brand safety

The partnership will enable brands and agencies to track advertising performance using proprietary measurement and viewability tools. In-game advertising has hitherto resembled a Wild West environment for advertisers, who must contend with a plethora of devices, developers and platforms to get their message across – leaving the success or otherwise of their investments frustratingly opaque. Now a new era of transparency for display and video formats in mobile gaming environments promises to lift the fog for the first time.

Tom Sharma, chief product officer of IAS, said: “By partnering with Anzu, we now deliver in-game measurement and transparency for advertisers within gaming environments. This integration sets the platform for quality standards within ad-supported gaming and allows advertisers to better understand and control the quality of their media on Anzu.”

Itamar Benedy, co-founder and chief executive officer of Anzu, added: “Anzu’s new partnership with IAS is the next step in standardizing in-game viewability and performance in the mobile gaming industry, which is projected to reach $136bn worldwide this year.”

IAS has positioned itself as a standard bearer for in-game brand safety, suitability and measurement across the digital advertising ecosystem.

Read more gaming advertising news here.

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