WPP and Anzu.io Partner to Bring New In-game Advertising Standards to Global Brands
November 18 2020 - 09:00AM
Business Wire
WPP (NYSE: 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.
About WPP WPP is a creative transformation company. We
use the power of creativity to build better futures for our people,
clients and communities. For more information, visit
www.wpp.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20201118005686/en/
Martina Suess, WPP Martina.Suess@wpp.com +1 917 456 5049
WPP (NYSE:WPP)
Historical Stock Chart
From Feb 2024 to Mar 2024
WPP (NYSE:WPP)
Historical Stock Chart
From Mar 2023 to Mar 2024