Cannes-Do Festival Banner
Advertising Other

Samsung launches the first programmatic in-game advertising campaign in Partnership with Adgage and Anzu

By Open Mic | Open Mic



Sponsored article

This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

Find out more

July 3, 2020 | 3 min read

In honor of the new Samsung A51, Samsung and Starcom have launched their first programmatic in-game advertising campaign powered by Adgage, the mobile advertising specialist, and, the world-leading in-game advertising platform.

Anzu’s groundbreaking technology offers advertisers a full-suite of AdTech tools, including the first-ever ad viewability solution, brand safety, brand lift measurement, fraud protection, and more. These solutions provide advertisers with the confidence to go in-game.



Adgage serves as the strategic partner of in Spain and Portugal. Daniel Shaikh, managing director of Adgage, said: “We could not forget about a sector that is growing in such an exponential way. According to AEVI, there are about 16 million gamers in Spain. Until now, it was almost impossible to communicate with them in real-time. We partnered with Anzu to revolutionize the world of in-game advertising in Spain by bringing the best solution for brands to connect with their target audiences in a fully immersive in-game experience, all while offering them metrics, data, and all the possibilities of segmentation in the digital world ".

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

For his part, Miguel López-Guzmán, head of digital and marketing at Starcom, points out: “It is a very complete solution: fully integrated but highly viewable advertising with all the metrics necessary to carry out in-depth analysis. We fit in perfectly with the approach, objectives, and audience of the campaign. We had to be the first to try it. "

Advertising Other

Content by The Drum Network member:

Anzu is the most advanced in-game ad solution for mobile, PC, console, and Roblox. Anzu’s in-game ads put players first and help advertisers reach audiences programmatically in a non-disruptive and highly engaging way. A patented 3D ad tracking engine, the first to bring viewability measurement in-game with Oracle Moat, and partnerships with trusted AdTech vendors make Anzu the preferred in-game advertising partner for advertisers worldwide.

Find out more

More from Advertising

View all


Industry insights

View all
Add your own content +