Anzu becomes the first intrinsic in-game advertising platform to offer privacy-compliant audience targeting at scale, with 62,400 segments across 180+ countries

September 3, 2025 — Anzu, the world’s most advanced intrinsic in-game advertising platform, today announced the global launch of its privacy-safe audience targeting capabilities, unlocking a powerful new way for advertisers to reach players. The capabilities are now live across Anzu’s platform following integrations with leading audience technology providers Eyeota, Predactiv, and Semcasting.

Advertisers can now target and segment their preferred audiences without relying on cookies or device identifiers. With partner support, Anzu enables targeting across 62,400 unique audience segments in over 180 countries, covering demographics, interests, behaviors, professions, intent, and location. Advertisers can also activate first-party data to build retargeting, custom, and lookalike audiences, all within immersive gaming environments, further cementing intrinsic in-game advertising as a core part of the media mix.

“Until now, intrinsic in-game advertising has been largely limited to contextual targeting based on genre or title”, said Ben Fenster, Co-Founder & CPO at Anzu. “As gaming continues to dominate consumer media time, brands are looking to reach their audiences at scale, just as they do across other media channels. We’re proud to lead the way with a first-to-market solution that empowers precise audience targeting, delivers measurable results, and maximizes ROI across immersive gaming environments.”

This is a win for both sides of the ecosystem. It gives advertisers greater control and precision to increase campaign efficiency, grow investment, and drive stronger Return on Ad Spend (ROAS). It also enables game developers to benefit from increased demand as more advertisers run targeted in-game campaigns, ultimately leading to higher CPMs and greater monetization opportunities.

“Our clients continue to integrate gaming and entertainment strategies into their marketing mix, we are seeing increased demand for media that is both meaningful and measurable. Anzu’s latest advancements in audience targeting represent a significant step forward for the industry. By offering brands greater precision and adaptability within immersive environments, Anzu is helping to shape the future of media with solutions that reflect the direction of consumer engagement,” said Brent Koning, EVP, Global Head of Gaming, dentsu.

This milestone continues Anzu’s rapid momentum. It follows a strategic investment from Amex Ventures and the release of the first-ever data-driven Intrinsic In-Game Advertising Trends Report, which outlines best practices for optimizing in-game media buys.