in Game Advertising Anzu Marketing

Anzu partners with IAS to standardize in-game ad measurement


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.


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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