PRWeb
Anzu, best known for embedding ads directly into gameplay environments, is moving decisively into performance advertising. The company has launched click-enabled intrinsic in-game ad formats, giving programmatic DSPs access to high‑intent gaming inventory that until now has largely sat outside lower‑funnel buying strategies.
The launch gives performance DSPs access to intrinsic in‑game placements that live natively inside gameplay and are not tied to traditional in‑app ad stacks. This unlocks gaming supply that is unavailable through other channels, reducing competitive friction and enabling more stable delivery, greater control, and improved performance efficiency for DSPs running UA, retargeting, and lower‑funnel campaigns.
Performance outcomes in intrinsic in‑game advertising are already proving strong. Data from a recent Anzu report shows that, on average, intrinsic ads deliver a 21 % lower CPA versus advertisers’ goals. In addition, Anzu’s clickable intrinsic ad formats deliver incremental lift compared to online video and display CTR numbers, with a 13 % increase for video and a 5 % increase for display formats, based on Anzu proprietary data.
In line with Anzu’s player‑first approach, the ads are built directly into gameplay and use proprietary interaction mechanics designed to prevent accidental clicks and improve click intent. This results in higher‑quality engagement signals for conversion and attribution, helping DSPs protect performance efficiency and downstream outcomes.
Anzu also offers flexible bundling options that combine intrinsic in‑game formats with traditional ad units, such as interstitials and rewarded video, enabling DSPs to activate gaming through a single platform. That creates a new, independent performance channel inside top‑tier games, combining the scale and immersion of gaming with the accountability of digital performance media.
Several performance DSPs are already onboard, including The Trade Desk, StackAdapt, Basis, Smadex, and Adikteev, enabling immediate access to performance‑based intrinsic in‑game inventory for outcomes‑driven campaigns.
“In‑game advertising is continuing to evolve into a solid performance channel,” said Itamar Benedy, Co‑Founder and CEO of Anzu. “By introducing click‑enabled intrinsic in‑game ads, we’re unlocking a new class of high‑intent, player‑first inventory that delivers measurable outcomes while respecting gameplay.”
“Performance marketers are constantly looking for new, high‑quality supply that delivers efficiency and intent,” said Jordi de los Pinos, Founder and CEO of Smadex. “Intrinsic in‑game advertising introduces a new performance environment with high attention, strong signals, and reduced competition.”
Get in touch with our Adtech experts
BusinessWire
