Anzu, the most advanced intrinsic in-game advertising solution, and ID5, the leading identity specialist, today announced a new partnership to enhance addressability and drive innovation in the intrinsic in-game advertising space. This integration enhances the value of Anzu’s premium gaming inventory, offering better monetization opportunities for game developers and advanced targeting and measurement options to advertisers while maintaining the highest level of data privacy. 

Intrinsic in-game advertising refers to ad placements that are seamlessly integrated into games, appearing as natural parts of the game rather than interruptive pop-ups or cutaway ads. As this form of advertising moves towards more advanced targeting and increasing programmatic activation, it requires a standardized addressability framework. By partnering with ID5, Anzu has taken an innovative approach to maximize the potential of this form of advertising. The integration of ID5’s universal identifier enables Anzu to bring enhanced addressability to the channel, building a better, more efficient, and privacy-safe environment for all involved. 

Thanks to the new partnership, game developers working with Anzu can now implement a more scalable and privacy-focused identity infrastructure. This infrastructure safeguards their player data and increases their game’s value to advertisers, who will benefit from enhanced addressability and measurement. In addition, ID5’s privacy-by-design and encryption technology provides an added layer of security, ensuring compliance with local and regional data privacy regulations and making ID5 a reliable partner for global players like Anzu. 

“Together, we’re addressing a significant gap in the in-game advertising space by bringing a standard metric to a non-standard environment,” said Mathieu Roche, CEO & Co-Founder of ID5. “We’re able to provide game developers the opportunity to further personalize the user experience, increase inventory monetization, and drive better overall ROI.” 

“According to the ID5’s most recent State of Digital Identity report, 90% of respondents believe the current identification system in gaming lacks transparency and control for users. At Anzu, we’re committed to changing this by collaborating with leading CMPs and identity providers to address these challenges. Our goal is to provide the gaming community with greater transparency and control over their data while ensuring that users remain addressable for advertisers.” — Ben Fenster, Co-Founder and Chief Product Officer at Anzu. 

This collaboration signals a significant expansion in the in-game advertising space, which is projected to reach $109.6 billion in revenue by the end of 2024. This will pave the way for more effective, privacy-safe, and profitable advertising within gaming environments. Game developers that want to take advantage of this new offering can get started today. 

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