Anzu and Claritas partner to offer improved attribution metrics for in-game ads

Data-driven marketing firm Claritas has partnered with in-game advertising platform Anzu to offer attribution and measurement metrics for brands.

The partnership aims to offer advertisers better visibility into the impact of their ad campaigns to make more informed decisions about in-game ad strategies.

“Gaming as a channel" 

“For years, advertisers have been asking for a way to directly tie conversions and sales to their intrinsic in-game ad campaigns,” said Anzu co-founder and CPO Ben Fenster. 

“We spent a lot of time working out the best ways to do this, and this partnership with Claritas is a great step forward in enabling advertisers to accurately measure the bottom-line impact of in-game advertising and prove its ROI.”

Claritas chief revenue officer Paul Rossetti commented: “By combining Anzu's in-game ad expertise with our advanced attribution technology, we’re helping marketers unlock the full potential of gaming as a channel.

“This partnership marks a significant step forward in bringing transparency and performance optimisation to in-game advertising, and I’m looking forward to seeing the ways brands leverage it to learn and evolve their in-game advertising approach.”