This quarter, we’re excited to introduce new product enhancements designed to help you drive better results from your intrinsic in-game advertising.

With our latest upgrades, you can now reach audiences more precisely and measure campaign impact deeper in the funnel, making your investment more efficient. On average, advertisers using these enhancements are seeing their CPA goals outperformed by 21%.

Targeting

We’ve partnered with leading privacy-preserving solutions to give you access to over 60,000 audience segments across 180+ countries. With an 80%+ match rate across Anzu’s 250 million Monthly Active Users and more than 3 billion global impressions, you can target exactly who matters most to your brand at scale.
Here’s how our partnerships can benefit your campaigns:

Semcasting

Semcasting enables you to reach the right people across digital channels without relying on cookies or device identifiers. Using deterministic data and proprietary IP and identity graph technology, you can now tap into pre-packaged audience segments in the US—covering categories like Demographic, B2B, Home Services, Retailers, Healthcare, Travel/Entertainment, Contextual, and Politics.

You can also onboard your own first-party data to build custom audiences, lookalike audiences, suppression targeting, and retargeting lists. For example, target your loyalty card users with tailored creative, or suppress them from prospecting campaigns.

Predactiv

Predactiv’s predictive intelligence uses AI and real-time signals to help you target consumers most likely to spend. The platform turns market data into actionable predictions, letting you optimize your campaign timing and placement.

With Predactiv, you can target pre-packaged segments across categories such as Demographic, Vertical, Health (US only), The Changing Consumer, Political (US only), Data For Good, Seasonal, Life Events, Auto (US only), B2B, and Intent. You can also build contextual audiences based on keywords from sites and apps your users have visited, or onboard your own first-party data.

Eyeota

Eyeota gives you access to a global data marketplace, including segments from providers like Acxiom, Dun & Bradstreet, Epsilon, Experian, YouGov, Comscore, Environics, Bombora, Dynata, Equifax, and Transunion. If you have specific audience targeting providers you want to use, Eyeota enables this at scale across Anzu’s inventory.

Hadron ID

With our integration of Experian’s Hadron ID, you can easily onboard Experian and Audigent segments for activation across Anzu’s inventory. Whether you want to use Experian segments built from your first-party data or curated Audigent segments, you can now apply them at scale.

Measurement

We’ve expanded lower-funnel measurement options so you can see the true impact of your campaigns. Neustar and Circana join our integrations with attribution and sales lift partners, including Adjust, Appsflyer, Kochava, The Trade Desk Pixel, and Claritas.

Neustar from TransUnion

With TransUnion’s closed-loop attribution tool Neustar, you can measure multi-touch attribution and incremental lift. The first advertiser to use Neustar saw a double-digit ROAS on their Anzu campaigns.

Circana

Our new Circana integration enables sales lift studies and supports Media Mix Modelling. Circana’s loyalty card and receipt-based purchase data, combined with advanced lift models, help you analyze the impact of your campaigns on in-store sales. By matching exposed users to purchase data, you can now measure household lift relative to a control group. Interested in being a Circana beta advertiser? Contact your Anzu account rep.

Innovid

We’ve also integrated with Innovid, a leading ad server and measurement platform. Innovid now certifies Anzu for banner and video across all activities, including MMM, incrementality, and post-campaign reporting. You can track and analyze ad performance across CTV, mobile, and desktop, gaining insights into delivery, viewability, and creative effectiveness.

What’s Next?

Looking ahead, we’re working to further elevate your in-game advertising experience:

• Addressability: We’re increasing your scale when applying audience targeting or measurement via any DSP, with deeper identity integrations to maximize reach—no matter your DSP or targeting layers.
• Measurement Partnerships: More measurement solutions, including an integration with InMarket, are coming soon. If you're interested in joining the beta, reach out to your Anzu account rep.
• DSP and SSP Partnerships: We’re expanding our DSP and SSP partnerships to make Anzu’s inventory even more accessible for programmatic advertisers.

Ready to take your campaigns to the next level? These enhancements are designed to help you achieve more precise targeting, deeper measurement, and stronger results across your in-game advertising.