Cincinnati, OH – March 27, 2025 — Claritas, a leading provider of data-driven marketing attribution and optimization solutions, has today announced a global partnership with Anzu, the most advanced intrinsic in-game advertising solution, to measure how intrinsic in-game advertising drives real business results.
With Anzu having already successfully launched partnerships to measure IVT, brand lift, viewability, attention, and incremental reach, this partnership completes full-funnel measurement with detailed attribution metrics and incremental lift for brands working with intrinsic in-game ads globally.
In December 2024, a beta campaign ran for a major US advertiser using Claritas to measure incremental lift. The beta test found that intrinsic in-game advertising generated an incremental lift in conversions, allowing the brand to truly see the impact of its first campaign.
“For years, advertisers have been asking for a way to directly tie conversions and sales to their intrinsic in-game ad campaigns,” said Ben Fenster, CPO & Co-Founder at Anzu. “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 brings decades of expertise in advanced audience segmentation and attribution solutions, helping brands optimize marketing investments with data-driven insights. This collaboration enables advertisers to gain deeper visibility into their campaigns and make more informed decisions about their in-game advertising strategies.
“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,” said Paul Rossetti, CRO at Claritas. “This partnership marks a significant step forward in bringing transparency and performance optimization 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.”
“In today’s world, where every advertising dollar is closely examined for its value beyond just media impressions, it’s crucial to reference research that demonstrates incremental growth and impact on the bottom line. I’m thrilled to see this partnership come to life, and I’m excited for brands to explore the in-game advertising opportunity even more confidently,” said Don McLean, Director, Gaming Agency Services at dentsu.
To learn more about how Anzu and Claritas are driving real business outcomes through intrinsic in-game advertising, contact the team at marketing@claritas.com and marketing@anzu.io.
