Q1 2025 brings major enhancements to intrinsic in-game advertising—helping advertisers measure impact more effectively, game developers maximize revenue, and agencies optimize targeting. From footfall attribution to SDK analytics, here’s what’s new and how you can take advantage of it.
For Game Developers…
Maximize Revenue with Programmatic IDs (ID5 & RampID)
To counteract the phasing out of cookies and device IDs, Anzu now supports Universal IDs from ID5 and RampID, improving match rates and increasing advertiser demand—leading to higher revenue.
Why it matters: Better audience matching = more valuable impressions & higher fill rates.
How to activate:
Step 1: Sign up via the ID5 & Anzu Integration page.
Step 2: Add ID5 (Vendor ID 131) to your Consent Management Platform (CMP).
Enhanced Visibility and Control with SDK Analytics
The new SDK Cube in the Analytics tab provides drag-and-drop visualizations for:
✔ Tracking SDK adoption & performance
✔ Identifying technical issues
✔ Optimizing monetization strategies
Here is a screenshot from the publisher dashboard showing what it looks like.
Automated App-Ads.txt Monitoring & Alerts
To prevent revenue loss from incorrect App-Ads.txt configurations, Anzu now offers:
✔ Daily automated monitoring
✔ Real-time alerts for compliance issues
✔ Improved onboarding warnings for missing App-Ads.txt details
Check the implementation details here and see below for an example from what this looks like in the publisher dashboard.
For Advertisers…
Footfall Attribution for US Retailers
For US retailers running campaigns over $100k, we can now offer footfall attribution. By providing zip codes for physical stores, advertisers can receive post-campaign reports on view-through conversion rates to in-store visits.
Test campaign results: A major home retailer showed a 6.2% conversion rate, exceeding the typical footfall marketing conversion rates of 2-4%.
Attribution and Incremental Lift Measurement with Claritas
Claritas has joined our verified attribution partner list, offering:
✔ View-through attribution for in-game campaigns
✔ Incremental lift measurement for web & mobile conversions
This allows advertisers to see the uplift from running in-game ads in their media mix.
Test campaign results: A financial services brand using Claritas saw a statistically significant lift in incremental conversions after running in-game ads through Anzu.
Find out more about the partnership in the press release.
Post-Campaign US Audience Insights Reports
Direct US campaigns over $50k now include audience insights reports as standard.
✔ Gain demographic & behavioral insights
✔ Optimize future campaigns based on gaming audience data.
Here is an example of what the reports look like.
Expand Reach with Programmatic IDsWe’ve integrated ID5 and Ramp ID to provide Universal IDs, replacing outdated identifiers like cookies and device IDs, meaning advertisers can now:
✔ Maximize programmatic reach via DSP targeting
✔ Improve conversion tracking with better cross-device attribution
New Beta Tests Available
Beyond these new product releases to general availability, we’re also seeking advertisers to test some upcoming features:
- First-party Data Activation (US only): Onboarding advertiser’s first-party data via a secure data clean room to unlock targeting use cases like custom audiences, retargeting, and lookalike audiences.
- Incrementality/Attribution Measurement: We’re also looking to extend our verified measurement partners with tests available for the below measurement partners:
- iSpot.tv
- Neustar by Transunion
If any of these beta tests appeal to you for upcoming campaigns, please contact your Anzu account rep or our team here.
These Q1 2025 updates bring better measurement, stronger monetization, and enhanced targeting to intrinsic in-game advertising. To unlock these features for your upcoming campaigns, contact your Anzu account rep or our team here.