InMobi And Anzu Partners To Bring Programmatic In-Game Ads To APAC Region

InMobi, a leading provider of content, monetization, and marketing technologies that help businesses fuel growth has revealed a partnership with in-game advertising solution Anzu to provide its advertisers with direct access to Anzu’s global mobile programmatic inventory.

Anzu’s award-winning 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, respect gamers, and in many cases, make the gameplay experience more realistic.

The Anzu platform integrates with HUMAN for fraud detection; Comscore, Lumen, and Nielsen for brand lift measurement; and Kochava for data enrichment. Anzu and Moat have also brought in-game viewability measurement for the first time to the market, allowing InMobi’s advertisers to see in-game metrics when programmatically displaying ads in-game.

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Reaching out to the APAC region

Anzu’s SDK will now be available to InMobi-partnered game developers, including Ubisoft, MyGames, and Sir Studios

Itamar Benedy, Co-Founder and CEO of Anzu said,

“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.”

InMobi’s direct connections with demand-side platforms around the globe and direct supply to Anzu’s global inventory help advertisers take advantage of these ad experiences via optimized supply routes. InMobi will be able to open up an array of mobile games across a wide range of genres with Anzu’s inventory, allowing advertisers to reach players in immersive environments.InMobi will be able to offer an array of mobile games across a wide range of genres with Anzu’s inventory, allowing advertisers to reach players in immersive environments.

Kunal Nagpal, Senior Vice President and General Manager of Publisher Platform and Exchange at InMobi said,

“InMobi’s preferred in-game advertising partnership with Anzu, co-funded by the world’s largest advertising agency WPP, allows our clients to seamlessly connect with gamers through integrated, non-disruptive ads.This partnership is beneficial to all parties, with new features and the goal to drive connections between consumers and brands with Anzu’s premium technology.”

New mobile game downloads have risen by 45% from pre-pandemic levels since the Covid-19 pandemic onset. In APAC, gaming app consumption has doubled year over year, indicating a shift toward making gaming a part of everyday life. The mobile-first region is known for its strong preference for smartphone gaming with on-the-go convenience and entertainment – resulting in over 1.5 billion mobile gamers. With the rise of the metaverse and the thriving communities in the region, gaming gives marketers a clear, accessible path to the metaverse to reach their audiences effectively.

InMobi recently launched its independent mobile mediation platform, Meson, to allow publishers to control and manage their data and monetization.

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