InMobi and Anzu ink programmatic in-game ad partnership for APAC region

InMobi, a provider of content, monetisation, and marketing technologies, has today signed a partnership with in-game advertising platform

The move means 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 including Australia and New Zealand.

Anzu’s  in-game advertising solution allows programmatic advertisers to run their banner and video ads via blended yet highly viewable IAB-compliant ad formats that sit on 3D objects like roadside billboards, stadium banners, and buildings. The ads are designed to complement the gameplay, respecting gamers, and in many cases, making the gameplay experience more realistic.

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.

“I’m excited that this partnership with InMobi will help many more APAC advertisers experience the huge opportunity that in-game advertising presents, ” said Itamar Benedy, co-founder and CEO, Anzu. “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.”

InMobi’s direct connections with top demand-side platforms across the globe, combined with direct supply to Anzu’s global inventory, enable advertisers to access these ad experiences through optimised supply paths. Access to Anzu’s inventory will help InMobi offer scale across a huge number of mobile games spanning multiple genres, allowing advertisers to reach engaged players within immersive environments.

“Brands can now seamlessly connect with gamers through blended, non-disruptive ads on mobile as a result of the preferred partnership between InMobi and Anzu,” said Richard O’Sullivan, VP and GM, ANZ, at InMobi. “With Anzu’s premium technology and new features and the goal to drive connections between consumers and brands, this partnership will benefit all parties.”

Commenting on the promise of blended in-game advertising and the opportunity with this partnership, Nick Brignell, general manager – specialty business, GroupM Australia said. “The growth of blended in-game advertising is the perfect intersection of the undisrupted natural gaming environment and a seamless brand experience for gamers of all method. By directly buying through the InMobi Exchange, advertisers get first-call access on mobile to all of these exciting and innovative formats at scale”

In addition, game developers partnering with InMobi will be able to take advantage of all the benefits using Anzu’s SDK presents, which is already used by leading game developers including Ubisoft, MyGames, and Sir Studios, to monetise their titles with in-game ads that open up new reliable revenue streams, complement the gameplay, and work alongside other monetisation models and solutions.

Additionally, InMobi will help gaming publishers tap into global premium demand and seamlessly expand into in-game ad monetisation to generate incremental revenue through both standard formats and in-game ads through a single platform.


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