Anzu, a leading in-game advertising platform, has teamed up with verification standard company Integral Ad Science to legitimize gaming ads by standardizing measurement tools, further establishing it as a useful space for marketers to reach their audiences.
Together the two companies have developed viewability tools and proprietary measurement software to help brands and ad agencies better track their advertising performance. In addition, the partnership will work to bring more transparency to the space of gaming-based advertising, which up until now has been largely unstructured.
“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," said Tom Sharma, chief product officer of IAS.
Image Credit: Anzu.io
What's Driving This Trend
- Gaming-based Advertising
- There is an opportunity for companies to further standardize and develop measurement tools for in-game advertising to make it a more legitimate space for marketers.
- Viewability Tools
- Developing and integrating viewability tools for in-game advertising could provide marketers with more transparency in measuring advertising performance.
- Transparency in Advertising
- Partnering with verification standard companies to bring more transparency to the space of in-game advertising could help establish it as a more legitimate mode of advertising.
Who This Affects Most
- Gaming
- The gaming industry could benefit by providing a more structured and legitimate advertising platform for marketers to reach their audiences.
- Ad Tech
- Ad tech companies have an opportunity to develop and offer viewability and measurement tools specific to in-game advertising.
- Marketing
- Marketers could benefit from utilizing the unique space of in-game advertising, particularly if verification and measurement tools become more standardized and available.
