Anzu and IAS to Measure 3D In-Game Media Quality

In-game ad solution Anzu and media measurement and optimization platform Integral Ad Science (IAS) have launched a solution to measure viewability and invalid traffic (IVT) across 2D and 3D gaming environments, and track them within the IAS Signal reporting platform.

The firms have already partnered together, launching an in-game measurement solution for mobile environments a year ago. Their new tool builds on this previous offering, working across programmatic and direct buys for display and video ads, and spanning mobile, PC and console gaming platforms. The latest offering was created using the IAB and MRC's intrinsic in-game advertising guidelines.

The launch comes six months after Anzu was granted a patent for its ad tracking technology, which measures viewing in 3D environments. Ben Fenster, co-founder and CPO at the company, says the 'first-to-market solution' marks a significant step forward in how measurement is done within the in-game ad space.

Yannis Dosios, Chief Commercial Officer at IAS, adds: 'Our expanded partnership with Anzu brings IAS's powerful viewability and invalid traffic measurement products to 3D in-game settings for the first time, demonstrating our leadership in the gaming space while providing marketers with even greater levels of transparency and actionable data to deliver results for their campaigns'.

Web sites: www.anzu.io and www.integralads.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.