Claritas & Anzu Join Forces to Prove the ROI of Intrinsic In-Game Advertising Through Attribution
Claritas, a leading provider of data-driven marketing attribution and optimization solutions, has today announced a global partnership with Anzu, the most advanced intrinsic in-game advertising solution, to measure how intrinsic in-game advertising drives real business results.
With Anzu having already successfully launched partnerships to measure IVT, brand lift, viewability, attention, and incremental reach, this partnership completes full-funnel measurement with detailed attribution metrics and incremental lift for brands working with intrinsic in-game ads globally.
In December 2024, a beta campaign ran for a major US advertiser using Claritas to measure incremental lift. The beta test found that intrinsic in-game advertising generated an incremental lift in conversions, allowing the brand to truly see the impact of its first campaign.
“For years, advertisers have been asking for a way to directly tie conversions and sales to their intrinsic in-game ad campaigns,” said Ben Fenster, CPO & Co-Founder at Anzu. “We spent a lot of time working out the best ways to do this, and this partnership with Claritas is a great step forward in enabling advertisers to accurately measure the bottom-line impact of in-game advertising and prove its ROI.”
Claritas brings decades of expertise in advanced audience segmentation and attribution solutions, helping brands optimize marketing investments with data-driven insights. This collaboration enables advertisers to gain deeper visibility into their campaigns and make more informed decisions about their in-game advertising strategies.
“By combining Anzu’s in-game ad expertise with our advanced attribution technology, we’re helping marketers unlock the full potential of gaming as a channel,” said Paul Rossetti, CRO at Claritas. “This partnership marks a significant step forward in bringing transparency and performance optimization to in-game advertising, and I’m looking forward to seeing the ways brands leverage it to learn and evolve their in-game advertising approach.”
“In today’s world, where every advertising dollar is closely examined for its value beyond just media impressions, it’s crucial to reference research that demonstrates incremental growth and impact on the bottom line. I’m thrilled to see this partnership come to life, and I’m excited for brands to explore the in-game advertising opportunity even more confidently,” said Don McLean, Director, Gaming Agency Services at dentsu.
To learn more about how Anzu and Claritas are driving real business outcomes through intrinsic in-game advertising, contact the team at marketing@claritas.com and marketing@anzu.io.
About Claritas
Claritas has been a trailblazer in advanced machine learning technology for consumer understanding and marketing effectiveness since its inception more than 50 years ago. Recently, leveraging strategic acquisitions and a distinctive Identity Graph, the company has evolved into a marketing technology powerhouse. Claritas provides an integrated marketing optimization platform that enables marketers to enhance ROI by pinpointing ideal audiences, executing precise multichannel marketing engagements, and optimizing media spend across online and offline channels. With an accuracy-first foundation, the robust Claritas Identity Graph paired with patented Artificial Intelligence for real-time optimization, the proprietary data set includes 100% of U.S. adult consumers, over 1 billion devices and 10,000+ demographic and behavioral insights, measuring over half a trillion consumer interactions each year for nearly 10,000 marketers. Learn more at www.claritas.com.
About Anzu
Anzu is the most advanced intrinsic in-game ad solution for mobile, PC, and console. Anzu’s in-game ads put players first and help advertisers reach audiences programmatically in a non-disruptive and highly engaging way. A patented 3D ad tracking engine, the first to bring viewability measurement in-game, and partnerships with trusted AdTech vendors make Anzu the preferred in-game advertising partner.
Backed by WPP, Sony Innovation Fund, NBCUniversal, Samsung Next, Bandai Namco Entertainment 021 Fund, PayPal Ventures and many other prominent investors, Anzu is on a mission to make advertising in games better. Learn more: https://www.anzu.io.