Tel-aviv based in-game advertising platform Anzu has partnered with mobile-first data marketplace Kochava Collective. Through the partnership, Anzu will leverage Collective to give its advertisers the flexibility to build and activate audiences with privacy-first data and consent to ensure customers are protected.
“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.
“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.”