Skip to main content

Anzu Partners with Kochava Collective to Bring New Levels of Audience Targeting to In-Game Ads

By January 28, 2022August 18th, 2022Press 6 Min Read

SANDPOINT, Idaho and TEL AVIV, Israel – January 27, 2022 –  Anzu, the world’s most advanced in-game advertising solution, and the Kochava Collective, the world’s largest independent mobile-first data marketplace, today announced a new partnership. Anzu will leverage the Collective to enable its advertisers the flexibility and power to build and activate audiences with privacy-first data and consent to ensure customers are protected. 

As gaming continues to rise in popularity, an increasing number of advertisers have identified in-game ads as a highly attractive medium and are including the channel as part of their multifaceted strategies. Gamers are a diverse group, spanning generations and interests, making precise audience targeting an essential campaign component for advertisers looking to connect with a specific group of consumers.

“We’ve seen a steady increase in brands interested in switching to gaming to reach their target audience. They are intrigued by the gamers, who are more engaged than users on the open web or so-called walled garden platforms, and by Anzu’s ads which are non-intrusive and put players first. As advertisers try to find new ways to get in front of audiences, in ways that respect users, gaming is emerging as a top choice,” said Anzu’s Head of Operations, Tegan Hull. “Precision targeting is something that advertisers are used to, and we’re thrilled to partner with Kochava to deliver this to them.” 

The Kochava Collective collects data from vetted, first- and third-party sources that are ingested and segmented into a range of behavioral, demographic, and location buckets. These data segments can be leveraged to enhance a client’s internal database for more detailed data enrichment and analysis. Enriched data can also be activated across major social and programmatic platforms. Anzu will select a range of audiences and geolocations, ingesting the corresponding IP addresses into its system. Because the targeting parameters are based on IPs, advertisers will be able to target gamers with banner and video ads across mobile, PC, and console devices.

“Our partnership with Anzu is an exciting opportunity to help drive growth for their advertisers,” said Brian Cox, General Manager, Kochava Collective. “In-game advertising is an exciting space to be in now and in the future. We are thrilled to work with them to watch it flourish.”

Advertisers working with Anzu also benefit from extremely low invalid traffic (IVT). HUMAN (formerly White Ops) reports that Anzu’s IVT score for mobile is 0.16% and for PC is 0.47%. Comscore also reports a 0.39% score for video and 0.44% for display campaigns running across Anzu’s mobile inventory, compared to a 6% benchmark. These scores reaffirm that Anzu’s in-game ads have significantly lower fraud rates than other digital channels.

Anzu was recently awarded Best Tech Platform at the 2021 Drum Awards. This distinction and the company’s continued inclusion of valuable technology partnerships have attracted ad spend from big brands, including American Eagle, PepsiCo, 7-Eleven, Samsung, and Vodafone.

To find out more about Anzu’s offering visit their website.

About Anzu:

Anzu is the world’s most advanced in-game advertising solution. Operating across mobile, PC, console, and Roblox, Anzu blends real-world brand ads directly into video games, esports tournaments, and live streams. The only solution of its kind to bring real-time analytics and existing digital industry standards in-game, Anzu’s patented, adaptive technology features blended yet highly viewable IAB-compliant ad formats. Anzu’s full suite of one-of-a-kind AdTech integrations includes ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen. Learn more at 

About Kochava:

Kochava Inc. is a real-time data solutions company offering the leading omni-channel measurement and attribution solutions for data-driven marketers. The Marketers Operating System™ (m/OS) from Kochava empowers advertisers and publishers with a platform that seamlessly integrates and manages customer identity, measurement and data controls. Unlike the complicated, siloed tech stacks employed today, the m/OS takes the next step: unifying all of your data and critical omni-channel solutions into a cohesive, operational system that goes beyond data aggregation and reporting. The m/OS provides the foundation for limitless advertiser and publisher tools, including the option to build third-party solutions onto the platform. By design, m/OS facilitates success by making data accessible and actionable to maximize ROI.

With a culture of customer-driven innovation, dedication to data security, and the most powerful tools in the ecosystem, Kochava is trusted by top brands to harness their data for growth. Kochava also hosts the largest independent mobile data marketplace, the Kochava Collective. Headquartered in Sandpoint, Idaho, the company has offices globally. For more information visit their web site Follow Kochava on social media: Facebook, Twitter, and LinkedIn.