Singapore – Mobile advertising technology company InMobi and in-game advertising platform Anzu have announced a new partnership where InMobi can now provide its advertisers with direct access to Anzu’s premium mobile programmatic inventory across the globe, in addition to first-look access to in-game mobile supply in Asia-Pacific (APAC) region.
Anzu’s technology is integrated with a full suite of third-party trusted vendors, including HUMAN for fraud detection, Comscore, Lumen, Nielsen for brand lift measurement, and Kochava for data enrichment. Anzu and Moat have also just enabled the first-to-market viewability measurement for in-game ads meaning InMobi’s advertisers can now request in-view metrics when programmatically running in-game ads.
Vasuta Agarwal, managing director for Asia-Pacific at InMobi, said, “The biggest advantage of the preferred partnership across Asia-Pacific between InMobi and Anzu is that our clients can now seamlessly connect with gamers through integrated, non-disruptive ads. With new features and the goal to drive connections between consumers and brands with Anzu’s premium technology, this partnership will benefit all parties including advertisers and publishers.”
In addition, game developers partnering with InMobi will be able to take advantage of all the benefits that using Anzu’s SDK presents, which is already used by leading game developers including Ubisoft, MyGames, and Sir Studios, to monetize their titles with in-game ads that open up new reliable revenue streams, complement the gameplay, and work alongside other monetization models and solutions.
Additionally, InMobi will help gaming publishers tap into global premium demand and seamlessly expand into in-game ad monetization to generate incremental revenue through both standard formats and in-game ads through a single platform.
Meanwhile, Itamar Benedy, co-founder and CEO at Anzu, commented, “I’m excited that this partnership with InMobi will help many more APAC advertisers experience the huge opportunity that in-game advertising presents. InMobi’s expertise and vast advertiser network, combined with their knowledge of the APAC landscape, will help supercharge our solution within this market. There are more gamers in APAC than anywhere else in the world, and our solution will help brands to reach them in a non-disruptive, brand-safe way that compliments the gaming experience.”
