InMobi and Anzu partner to enable in-game programmatic ads everywhere

In-game advertising platform, Anzu, has partnered with mobile in-app advertising exchange, InMobi Exchange, to enable programmatic buys of in-game display and video ads in all of Anzu’s mobile gaming inventory, including exclusive titles, across verticals – casual, sport, racing, action and more.

Recent research from Facebook has shown that mobile gaming audiences increasingly prefer free-to-play, ad-supported games over games with other monetization models like in-app purchases.

Anzu’s technology blends real-world ads in IAB-recognized standards into video games across mobile, PC and console. Fully GDPR, COPPA and privacy-compliant. Anzu’s SDK technology is integrated into games and delivers high-quality direct traffic with full control over ad placements and first-party data that enables advanced targeting. Gamers actually agree that the blended ads are non-disruptive and enhance the realism of the experience.

InMobi Exchange is used by major DSPs across the globe and the integration with Anzu’s in-game advertising platform will enable advertisers to use the programmatic platform to target vast and diverse mobile gaming audiences with highly engaging ads that don’t interrupt gameplay. While Anzu and InMobi both share a strong global footprint, these two companies have an especially strong presence in the U.S. and Asia Pacific. Anzu’s recently announced  an exclusive partnership with WCC2, the hugely popular cricket game in India for examaple.

We are living in a mobile-first world and media consumption in it continues to evolve rapidly. In-game advertising is one of these new frontiers that allow advertisers to interact with their consumers in a highly intuitive way.

Kunal Nagpal, GM, Publisher Platforms and Exchange, InMobi