AdColony partners with Anzu for in-game advertising

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 15 September 2020

Mobile advertising platform AdColony has signed an exclusive partnership with Anzu, a global in-game advertising platform that integrates real-world brand ads into games.

As part of the tie-up, AdColony will offer Anzu’s in-game advertising solutions across both display and video to brands and agencies in Australia and New Zealand. Anzu also offers tools such as campaign effectiveness measurement in partnership with Nielsen Connectivity, fraud prevention in partnership with Forensiq, and ad verification in partnership with Cheq.

Gaming has been on the rise globally and in Australia, with more than 15 million Australians identified as gamers and 57% now play games daily on their mobiles, according to an AdColony report.

“As innovators in the advertising space, Anzu is thrilled to combine our programmatic in-game advertising experience with AdColony’s offerings, which include some of the most impressive mobile ad creatives we’ve ever seen,” says Itamar Benedy, Anzu CEO and co-founder.

“We are all very excited for the great work we will do for our clients together.”

Gaming grew particularly during lockdown measures across Australia to contain the COVID-19 outbreak, with 67% claiming to play more games since the pandemic began, according to AdColony. Locally, agencies have also been turning more to gaming and esports as the audience grows.

“Through Anzu’s technology, brands can now deploy blended in-game ads programmatically while measuring viewability and ad effectiveness in in-game environments,” says Lance Traore, AdColony country manager at AdColony in Australia and New Zealand.

“With gaming already being the number one digital entertainment activity in Australia, AdColony together with Anzu offer a unique opportunity for brands to connect with consumers seamlessly in and around their favourite games”

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