Claritas and Anzu partner to measure ROI of intrinsic in-game advertising

Claritas, a company specializing in data-driven marketing attribution, has entered a global partnership with Anzu to assess the effectiveness of intrinsic in-game advertising. The collaboration aims to provide advertisers with clear insights into how in-game ads contribute to measurable business outcomes.

Anzu has already established measurement standards for IVT, brand lift, viewability, attention, and incremental reach in gaming environments. With this new initiative, the partnership expands into full-funnel measurement, offering precise attribution metrics and incremental lift analysis to evaluate the impact of intrinsic in-game advertising.

A pilot campaign conducted in December 2024 tested this approach with a major U.S. advertiser. Using Claritas’ attribution tools, the study identified a significant increase in conversions directly linked to in-game advertising, offering concrete data on campaign performance.

Ben Fenster, CPO and Co-Founder of Anzu, highlighted the industry’s demand for direct attribution in in-game advertising. “Advertisers have long sought a reliable way to connect in-game ad exposure with real-world conversions. Our collaboration with Claritas marks a step forward in quantifying ROI for brands investing in this space.”

Claritas, with its extensive experience in audience segmentation and attribution, aims to help brands refine marketing strategies with precise analytics. The partnership is designed to give advertisers a deeper understanding of their campaigns and optimize their in-game advertising initiatives accordingly.

Paul Rossetti, CRO at Claritas, emphasized the significance of integrating advanced attribution models into gaming. “By merging Anzu’s expertise in in-game advertising with our attribution capabilities, we are equipping marketers with the tools to better assess and enhance the performance of their gaming campaigns.”

The collaboration underscores a broader industry shift toward data-backed advertising decisions. Don McLean, Director of Gaming Agency Services at dentsu, noted the growing importance of proving ad effectiveness beyond media impressions. “In today’s market, advertisers need to validate their investments with clear performance metrics. This partnership provides brands with the confidence to navigate in-game advertising with greater precision.”