# In-Game Advertising Platforms Anzu Partners Integral Ad Science to Legitimize Gaming Ads By Niko Pajkovic | Published 2022-07-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/integral-ad-science References: [thedrum](https://www.thedrum.com/news/2022/07/28/anzu-partners-with-ias-standardize-game-ad-measurement) & [anzu.io](https://www.anzu.io/)  Anzu, a leading [in-game advertising platform](https://www.trendhunter.com/trends/leagues-gg), has teamed up with verification standard company Integral Ad [Science](https://www.trendhunter.com/trends/dog-food-rolls1) 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](https://www.trendhunter.com/trends/criteo-and-mirakl-ads) 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 ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 39% | Activity: 62% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [In-Game Advertising Services](https://www.trendhunter.com/trends/stackadapt.md) - [In-Game Billboard Advertising](https://www.trendhunter.com/trends/gameloft-for-brands.md) - [Esports Advertising Partnerships](https://www.trendhunter.com/trends/esportal.md) - [Youth Metaverse Advertising Initiatives](https://www.trendhunter.com/trends/roblox-pubmatic.md) - [Interactive Ad Tools](https://www.trendhunter.com/trends/playbuild.md) - [Metaverse Billboard Ads](https://www.trendhunter.com/trends/admix.md) - [Clear In-Game Billboard Advertisements](https://www.trendhunter.com/trends/american-truck-simulator.md) - [Interactive Game Advertisements](https://www.trendhunter.com/trends/samsung-ads-gamebreaks.md) - [Privacy-Protecting Digital Ad Platforms](https://www.trendhunter.com/trends/digital-ad-platform.md)