---
title: Q1 2025 Product Enhancements for Advertisers, Agencies, & Game Devs
description: Discover Q1 2025 product enhancements for in-game advertising, including new SDK analytics, footfall attribution, and programmatic IDs to boost revenue and optimize targeting.
---

[Anzu Blog ](https://www.anzu.io/blog)

# [Q1 2025 Product Enhancements for Advertisers, Agencies, & Game Devs](https://www.anzu.io/blog/q1-product-updates)

 Written by [Simon Whittick](https://www.anzu.io/blog/author/simon-whitick) | Mar 20, 2025 7:00:00 AM

## Q1 2025 brings major enhancements to intrinsic in-game advertising—helping advertisers measure impact more effectively, game developers maximize revenue, and agencies optimize targeting. From footfall attribution to SDK analytics, here’s what’s new and how you can take advantage of it. For Game Developers… Maximize Revenue with Programmatic IDs (ID5 & RampID)

## To counteract the phasing out of cookies and device IDs, Anzu now supports Universal IDs from ID5 and RampID, improving match rates and increasing advertiser demand—leading to higher revenue.

## Why it matters: Better audience matching = more valuable impressions & higher fill rates.

## How to activate: Step 1: Sign up via the [ID5 & Anzu Integration page](https://id5.io/partner-sign-up/anzu/). Step 2: Add ID5 (Vendor ID 131) to your Consent Management Platform (CMP).

 

## Enhanced Visibility and Control with SDK Analytics

## The new SDK Cube in the Analytics tab provides drag-and-drop visualizations for:

## ✔ Tracking SDK adoption & performance ✔ Identifying technical issues ✔ Optimizing monetization strategies

Here is a screenshot from the publisher dashboard showing what it looks like.

## More details are available in our [Analytics Support Documentation](https://docs.anzu.io/docs/the-analytics-tab?).

 

## Automated App-Ads.txt Monitoring & Alerts To prevent revenue loss from incorrect App-Ads.txt configurations, Anzu now offers:

## ✔ Daily automated monitoring ✔ Real-time alerts for compliance issues ✔ Improved onboarding warnings for missing App-Ads.txt details

## Check the implementation details [here](https://docs.anzu.io/docs/adstxt-and-app-adstxt?highlight=app-ads.txt) and see below for an example from what this looks like in the publisher dashboard.

## For Advertisers… Footfall Attribution for US Retailers

## For US retailers running campaigns over $100k, we can now offer footfall attribution. By providing zip codes for physical stores, advertisers can receive post-campaign reports on view-through conversion rates to in-store visits.

## Test campaign results: A major home retailer showed a 6.2% conversion rate, exceeding the typical footfall marketing conversion rates of 2-4%.

 

**Attribution and Incremental Lift Measurement with Claritas**

****

Claritas has joined our verified attribution partner list, offering:

✔ View-through attribution for in-game campaigns

✔ Incremental lift measurement for web & mobile conversions

 

This allows advertisers to see the uplift from running in-game ads in their media mix. 

## Test campaign results: A financial services brand using Claritas saw a statistically significant lift in incremental conversions after running in-game ads through Anzu.

## Find out more about the partnership in [the press release](https://www.anzu.io/news/claritas).

## Post-Campaign US Audience Insights Reports Direct US campaigns over $50k now include audience insights reports as standard.

## ✔ Gain demographic & behavioral insights ✔ Optimize future campaigns based on gaming audience data. <https://hubs.la/Q02-kqXp0>

Here is an example of what the reports look like.

## Expand Reach with Programmatic IDsWe’ve integrated ID5 and Ramp ID to provide Universal IDs, replacing outdated identifiers like cookies and device IDs, meaning advertisers can now:

## ✔ Maximize programmatic reach via DSP targeting ✔ Improve conversion tracking with better cross-device attribution

 

## New Beta Tests Available Beyond these new product releases to general availability, we’re also seeking advertisers to test some upcoming features:

- First-party Data Activation (US only): Onboarding advertiser’s first-party data via a secure data clean room to unlock targeting use cases like custom audiences, retargeting, and lookalike audiences.
- Incrementality/Attribution Measurement: We’re also looking to extend our verified measurement partners with tests available for the below measurement partners: 
    - iSpot.tv
    - Neustar by Transunion

## If any of these beta tests appeal to you for upcoming campaigns, please contact your Anzu account rep or our team [here](https://www.anzu.io/contact).

## These Q1 2025 updates bring better measurement, stronger monetization, and enhanced targeting to intrinsic in-game advertising. To unlock these features for your upcoming campaigns, contact your Anzu account rep or our team [here](https://www.anzu.io/contact).

[View full post](https://www.anzu.io/blog/q1-product-updates)

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