WPP and partner to bring new in-game advertising standards to global brands

WPP and Anzu, an adtech startup specializing in integrating  advertising into video games, today announced a partnership aimed at bringing commonly  accepted advertising standards to the esports and gaming space. These standards, which  include ad viewability and brand lift measurement, fraud detection and user privacy protection,  are widely applied in digital advertising and will now be available for in-game advertisers. 

Responding to the accelerated popularization of gaming largely due to COVID-19, and the  increased frustration from brands at the lack of universal standards for in-game advertising,  this first-of-its-kind collaboration will make in-game advertising as simple and accessible as  other commonly used channels and help to build advertiser confidence in the value of in-game  media by using the technologies they trust.  

WPP and its agencies will utilize Anzu’s in-game programmatic technology to reach gamers  across all gaming platforms. These platforms include mobile, PC and console, seamlessly  integrating advertising into new environments without affecting gameplay. The partnership  also encompasses an in-game advertising solution for esports tournaments, reaching gamers  outside the home. 

WPP and Anzu are helping propel in-game advertising towards becoming a mainstream digital  media channel and a top choice for brands interested in reaching the estimated three billion  gamers worldwide. Advertisers will be able to track, report and audit viewable impressions in  real-time, and adtech vendors will also be integrated in-game. 

Mark Read, CEO of WPP, said: The pandemic has accelerated many trends, including the  demand for in-game advertising. Delivering these new standards is a big step in bringing  gaming and esports to the forefront of mainstream digital media channels. It also supports the  wider gaming ecosystem by increasing monetization opportunities for developers and  enabling more games to be made.

Itamar Benedy, Co-Founder & CEO of Anzu, said: This partnership builds confidence in  the value of in-game media, as marketers will be able to engage with an audience of over  three billion gamers worldwide. Anzu in-game campaigns are scalable, measurable, and  demonstrate the kind of multi-touchpoint campaigns brands are looking to launch. 

The announcement follows WPP’s 2019 investment in Anzu’s Series A round of funding. 


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