{"id":384016,"date":"2020-11-18T09:03:20","date_gmt":"2020-11-18T14:03:20","guid":{"rendered":"http:\/\/www.marketnewsdesk.com\/?p=384016"},"modified":"2020-11-18T09:03:20","modified_gmt":"2020-11-18T14:03:20","slug":"wpp-and-anzu-io-partner-to-bring-new-in-game-advertising-standards-to-global-brands","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/wpp-and-anzu-io-partner-to-bring-new-in-game-advertising-standards-to-global-brands\/","title":{"rendered":"WPP and Anzu.io Partner to Bring New In-game Advertising Standards to Global Brands"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>WPP and Anzu.io Partner to Bring New In-game Advertising Standards to Global Brands<span style=\"font-weight:normal\" \/><\/b><\/p>\n<p>NEW YORK&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nWPP (NYSE: WPP) and Anzu, an adtech startup specializing in integrating advertising into video games, today announced a partnership aimed at bringing commonly accepted advertising standards to the esports and gaming space. These standards, which include ad viewability and brand lift measurement, fraud detection and user privacy protection, are widely applied in digital advertising and will now be available for in-game advertisers.\n<\/p>\n<p>\nResponding to the accelerated popularization of gaming largely due to COVID-19, and the increased frustration from brands at the lack of universal standards for in-game advertising, this first-of-its-kind collaboration will make in-game advertising as simple and accessible as other commonly used channels and help to build advertiser confidence in the value of in-game media by using the technologies they trust.\n<\/p>\n<p>\nWPP and its agencies will utilize Anzu\u2019s in-game programmatic technology to reach gamers across all gaming platforms. These platforms include mobile, PC and console, seamlessly integrating advertising into new environments without affecting gameplay. The partnership also encompasses an in-game advertising solution for esports tournaments, reaching gamers outside the home.\n<\/p>\n<p>\nWPP and Anzu are helping propel in-game advertising towards becoming a mainstream digital media channel and a top choice for brands interested in reaching the estimated three billion gamers worldwide. Advertisers will be able to track, report and audit viewable impressions in real-time, and adtech vendors will also be integrated in-game.\n<\/p>\n<p><b>Mark Read, CEO of WPP, said: <\/b>\u201cThe pandemic has accelerated many trends, including the demand for in-game advertising. Delivering these new standards is a big step in bringing gaming and esports to the forefront of mainstream digital media channels. It also supports the wider gaming ecosystem by increasing monetization opportunities for developers and enabling more games to be made.\u201d\n<\/p>\n<p><b>Itamar Benedy, Co-Founder &amp; CEO of Anzu, said: <\/b>\u201cThis partnership builds confidence in the value of in-game media, as marketers will be able to engage with an audience of over three billion gamers worldwide. Anzu in-game campaigns are scalable, measurable, and demonstrate the kind of multi-touchpoint campaigns brands are looking to launch.\u201d\n<\/p>\n<p>\nThe announcement follows WPP\u2019s 2019 investment in Anzu\u2019s Series A round of funding.\n<\/p>\n<p><b>About WPP<br \/>\n<br \/><\/b>WPP is a creative transformation company. We use the power of creativity to build better futures for our people, clients and communities. For more information, visit <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.wpp.com&amp;esheet=52330437&amp;newsitemid=20201118005686&amp;lan=en-US&amp;anchor=www.wpp.com&amp;index=1&amp;md5=3aede7f214d748dcf792094ab6a89019\">www.wpp.com<\/a>.\n<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20201118005686r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20201118005686\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20201118005686\/en\/<\/a><\/span><\/p>\n<p>\nMartina Suess, WPP<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:Martina.Suess@wpp.com\">Martina.Suess@wpp.com<br \/>\n<\/a><br \/>+1 917 456 5049\n<\/p>\n<p><b>KEYWORDS:<\/b> New York United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Other Communications Advertising Communications Mobile Entertainment Technology Electronic Games Other Technology Entertainment<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20201118005686\/en\/706680\/3\/3658042_NewWPPlogo.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>WPP and Anzu.io Partner to Bring New In-game Advertising Standards to Global Brands NEW YORK&#8211;(BUSINESS WIRE)&#8211; WPP (NYSE: WPP) and Anzu, an adtech startup specializing in integrating advertising into video games, today announced a partnership aimed at bringing commonly accepted advertising standards to the esports and gaming space. These standards, which include ad viewability and brand lift measurement, fraud detection and user privacy protection, are widely applied in digital advertising and will now be available for in-game advertisers. Responding to the accelerated popularization of gaming largely due to COVID-19, and the increased frustration from brands at the lack of universal standards for in-game advertising, this first-of-its-kind collaboration will make in-game advertising as simple and accessible as other commonly used channels &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/wpp-and-anzu-io-partner-to-bring-new-in-game-advertising-standards-to-global-brands\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;WPP and Anzu.io Partner to Bring New In-game Advertising Standards to Global Brands&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-384016","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>WPP and Anzu.io Partner to Bring New In-game Advertising Standards to Global Brands - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/wpp-and-anzu-io-partner-to-bring-new-in-game-advertising-standards-to-global-brands\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"WPP and Anzu.io Partner to Bring New In-game Advertising Standards to Global Brands - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"WPP and Anzu.io Partner to Bring New In-game Advertising Standards to Global Brands NEW YORK&#8211;(BUSINESS WIRE)&#8211; WPP (NYSE: WPP) and Anzu, an adtech startup specializing in integrating advertising into video games, today announced a partnership aimed at bringing commonly accepted advertising standards to the esports and gaming space. These standards, which include ad viewability and brand lift measurement, fraud detection and user privacy protection, are widely applied in digital advertising and will now be available for in-game advertisers. Responding to the accelerated popularization of gaming largely due to COVID-19, and the increased frustration from brands at the lack of universal standards for in-game advertising, this first-of-its-kind collaboration will make in-game advertising as simple and accessible as other commonly used channels &hellip; Continue reading &quot;WPP and Anzu.io Partner to Bring New In-game Advertising Standards to Global Brands&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/wpp-and-anzu-io-partner-to-bring-new-in-game-advertising-standards-to-global-brands\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-18T14:03:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20201118005686r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/wpp-and-anzu-io-partner-to-bring-new-in-game-advertising-standards-to-global-brands\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/wpp-and-anzu-io-partner-to-bring-new-in-game-advertising-standards-to-global-brands\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"WPP and Anzu.io Partner to Bring New In-game Advertising Standards to Global Brands\",\"datePublished\":\"2020-11-18T14:03:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/wpp-and-anzu-io-partner-to-bring-new-in-game-advertising-standards-to-global-brands\\\/\"},\"wordCount\":455,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/wpp-and-anzu-io-partner-to-bring-new-in-game-advertising-standards-to-global-brands\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cts.businesswire.com\\\/ct\\\/CT?id=bwnews&amp;sty=20201118005686r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/wpp-and-anzu-io-partner-to-bring-new-in-game-advertising-standards-to-global-brands\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/wpp-and-anzu-io-partner-to-bring-new-in-game-advertising-standards-to-global-brands\\\/\",\"name\":\"WPP and Anzu.io Partner to Bring New In-game Advertising Standards to Global Brands - 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