Anzu's patented ad tracking technology implements a ray-casting algorithm across the game's screen to recognize branded in-game content, ensuring advertisers only pay for viewable impressions.
Partnered with Oracle Moat and IAS, Anzu provides first-to-market viewability measurement for in-game ads for direct and programmatic mobile and PC inventory.
Anzu works with the highest trusted fraud detection partners to protect digital ad spend and make in-game impression delivery and IVT measurement available to advertisers.
In-game advertising is clean and fraud-free and the data shows this. HUMAN found that Anzu’s IVT averaged out at 0.16% on mobile and 0.47% on PC.
INTRINSIC IN-GAME ADVERTISING MEASUREMENT GUIDELINES 2.0
Anzu worked closely with the IAB, IAB Tech lab, and the MRC, and other industry experts to update the intrinsic in-game advertising measurement guidelines, which were published in August 2022. The revised standards, with which Anzu is fully compliant, address ad viewability, measurement, and fraud with intrinsic in-game ads.
Anzu invests in brand lift studies to showcase in-game advertising effectiveness, working with market-leading research partners to deliver best-in-class methodologies and robust results.
Based on recent campaigns, Anzu's in-game ads average a 13% uplift in brand awareness, 14% uplift in brand recall, 11% uplift in brand perception, and 13% uplift in purchase intent.
Anzu works closely with industry bodies across the globe, including the IAB, to help standardize in-game advertising.
Anzu has played a significant role in helping establish benchmarks in areas like ad viewability and fraud detection to ensure advertisers can confidently and accurately measure and compare the results of their in-game ad campaigns.