Anzu Gets Patent for In-Game Ad Tracking Tech

Israel-based in-game ad platform Anzu.io has been granted a patent for its ad tracking technology, which measures viewing in 3D environments.

Anzu's technology works across multiple gaming platforms, including consoles, for which Anzu claims to be the only ad tracking engine. Patent 11,260,299, named 'An Object Viewability Determination System and Method' - deals with a new mechanism for determining the 'viewability score' of objects displayed on a screen. This involves Anzu's 3D ad tracking engine measuring intrinsic ads in dynamic gaming environments multiple times per second, using a combination of mathematical / geometrical calculations, and physics.

The patent and Anzu's technology, which comply with the updated MRC and IAB in-game advertising guidelines, cover data points about intrinsic in-game ad placements and their lifecycle, including average screen coverage, occlusions, virtual world position, and orientation in relation to user view. This data is combined with conversion and session data to create data models, used to help optimise the delivery of campaigns and provide media value to advertisers.

Anzu's co-founder and CPO Ben Fenster (pictured) comments: 'We started developing our ad tracking engine over five years ago. This technology is highly significant because it provides advertisers with an efficient way to calculate viewable impressions in compliance with the new guidelines while meeting the stringent technical requirements of AAA game publishers'.

The firm, which is backed by WPP, Sony Innovation Fund, NBCUniversal, HTC, Bitkraft and other investors, is online at www.anzu.io .