In-game advertising firm Anzu has partnered with ad tech platform Smart, gaining access to the latter’s complete range of supply-side platform (SSP) capabilities.

Equally, as of the partnership, premium in-game inventories across mobile, PC, and console will be made accessible to Smart partners and advertisers.

Anzu has claimed that the Q4 2021 average viewability rates were at 88 percent on banners and 96 percent for videos. Smart has been one of its highest performers in terms of SSPs within the open market activity.

"We are thrilled to work with Smart, as it is a well-established and highly respected ad tech platform that is a partner to many established advertisers and demand-side players. Smart recognizes the value that we bring, and together we will enable their advertisers to reach the highly coveted gaming audience."

- Yaniv Rozencweig, VP Programmatic, Anzu

Reaching the market

With games being relatively untapped as a platform for advertisers, and with in-game ads being displayable in non-disruptive formats, Anzu has found 66 percent of gamers in the UK are either positive or neutral when it comes to such adverts.

"As the growth of premium in-game inventory has given rise to more and more opportunities for advertisers to reach engaged and qualified audiences at scale, we’re thrilled to welcome Anzu among our SSP clients for all its formats, including video."

- Lionel Bensoussan, EVP North America, Smart

Anzu also recently revealed a partnership with mobile-first data marketplace firm Kochava Collective and will offer "precision targetting" for banner and video ads.

This article was originally published on February 2, 2022 on PocketGamer.biz.