Anzu, a pioneer in in-game advertising, and Integral Ad Science (Nasdaq: IAS), a leader in digital media quality, have joined forces. Through this agreement, major corporations and advertising agencies may efficiently track the effectiveness of their in-game media spending in mobile gaming environments. Through this partnership, IAS gives advertisers access to the IAS Signal platform’s Invalid Traffic (IVT) measurement and reports on Viewability.
According to Tom Sharma, Chief Product Officer of IAS, Gaming keeps gaining in popularity as a medium with wide appeal. As a result of their collaboration with Anzu, they can now provide advertisers with in-game measurement and transparency in gaming contexts. Advertisers can now better understand and manage the quality of their media on Anzu thanks to this integration, which also establishes the foundation for quality standards in ad-supported gaming.
As the number of device kinds, game developers, and platforms has increased, it has become more challenging to employ a single tech suite for verification coverage in in-game scenarios. These problems have affected verification measurement across the whole ad tech business. In-game brand safety, appropriateness, IVT, and viewability measurement are all advances that have been made by IAS across the whole digital advertising ecosystem thanks to this strategic relationship, which also brings ad transparency to mobile gaming environments.
According to Itamar Benedy, co-founder and CEO of Anzu, Anzu’s new relationship with IAS is the next step in standardising in-game viewability and performance in the mobile gaming sector, which is anticipated to surpass $136 billion worldwide this year. Thanks to this new cooperation, advertisers can now see more clearly how effective their advertisements are. This strengthens the existing reliable data and statistics that marketers get access to when using Anzu to perform in-game ad campaigns.
According to Joe Cady, EVP Advanced Advertising & Partnerships, NBCUniversal, This significant measurement development will help advertisers’ ability to scale their in-game media spending by further demonstrating the excellent effectiveness of the Anzu platform. They are thrilled to see Anzu and IAS collaborating to broaden insights and streamline measurement processes for marketers as they assess the efficacy of in-game media.
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