Anzu.io, the world’s leading in-game advertising platform, has announced a collaboration with Moat by Oracle Data Cloud to provide impression delivery and General Invalid Traffic (GIVT) measurement across its platform.

This is the first-ever collaboration between a 3D in-game advertising platform and Moat’s iconic verification solution, and it will give publishers, agencies, and advertisers access to trusted third-party measurement for 3D in-game ad campaigns. Today, we are announcing the first stage of our collaboration with a new measurement beta program for clients that analyzes and reports on impression delivery and General Invalid Traffic (GIVT) metrics.

More than three billion people around the world from all demographics play video games regularly. This surge in gaming has led to increased interest in in-game advertising as a mainstream digital advertising medium. Third-party measurement is the key to validating different advertising methodologies, and it is now more essential than ever for building effective media strategies, growing industry confidence, and fostering an understanding of 3D in-game media environments.

To empower advertisers and further inform media buying decisions for 3D in-game ads, Anzu and Moat will make impression delivery and GIVT measurement across 3D in-game ads available to advertisers running Anzu campaigns across mobile and PC environments.

Ensuring that an ad is served to valid traffic is a critical measure of media quality and an essential foundation for further measurements such as viewability, attention, and outcomes. As the first cooperation of its kind, the combination of Anzu’s breakthrough technology and Moat’s deep insights platform is a gamechanger for advertisers looking to reach their audiences inside games.

"We’re excited to team up with Anzu to give advertisers the tools they need to make data-driven media decisions at a global scale around the highly engaged audiences in gaming. As in-game advertising expands across the media mix, so does the need for advertisers to understand key indicators of media quality and detect any fraudulent activity inside games. We plan to be the trusted partner to deliver that."

- Mark Kopera, Head of Product, Oracle Advertising

"Moat by Oracle Data Cloud is a world leader in measurement and is providing incredible value to Anzu’s growing advertiser base. Ultimately, our solution will give advertisers the confidence they need to spend more in the gaming ad category."

- Itamar Benedy, Co-Founder & CEO, Anzu

This new host of initiatives is opening up more potential avenues for advertisers and agencies to explore 3D gaming environments while armed with the tools to measure the success of their campaigns.

This article was originally posted on The Drum on December 20th 2020.