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Anzu, OpenX to bring programmatic in-game advertising closer to advertisers

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Tel Aviv, Israel – Global in-game advertising platform Anzu and independent advertising exchange OpenX, has recently announced a new partnership in which both companies will be able to programmatically serve Interactive Advertising Bureau (IAB)-recognized in-game video and banner ads at scale across mobile, PC, and console platforms.

For Brian Murphy, SVP of buyer and publisher development at OpenX, their company has always been in search of creating more value for our partners, adding that for marketers, this means integrating with new, cutting-edge ad units that will help them engage their target audiences.

“Gaming is an industry with an audience that is growing at an unprecedented rate and shows no signs of slowing down. Our integration with Anzu enables marketers to programmatically reach this audience through immersive ad placements that respect the gameplay and naturally match the environment,” said Murphy.

Meanwhile, Yaniv Rozencweig, global programmatic director at Anzu, commented, “We’re excited to partner with OpenX to offer gaming’s untapped premium and brand-safe environment to its advertisers, allowing them to reach players across a wide range of SDK supply from various game genres and devices. OpenX is known for being a leader in brand safety and creating a good user experience for the consumer, which perfectly aligns with Anzu’s values.”

Fully GDPR, COPPA, and CCPA compliant, Anzu’s innovative SDK technology integrated into games delivers high-quality direct traffic with complete control over ad placements and first-party data.

On the other hand, OpenX is a recognized global company in programmatic advertising, delivering value across every type of connected screen and format. The company powers effective and impactful audience targeting on the open web by enabling marketers to leverage first and third-party data to reach their target audience across OpenX’s global network of publishers.

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