Comscore Anzu Deal Brings CCR to In-Game Ad Measures

Comscore has extended its partnership with Anzu for the measurement of in-game advertising campaigns. Clients will now be able to track campaigns in-flight and evaluate incremental reach with greater accuracy.

Anzu's technology helps advertisers to reach audiences programmatically across multiple gaming platforms, and includes a patented 3D ad tracking engine offering viewability measurement in-game. A year ago the company raised $48m in a Series B round of funding - backers include WPP, Sony Innovation Fund, Emmis, NBCUniversal, Samsung Next and PayPal Ventures.

Comscore partnered with the company in 2020 to provide its Validated Campaign Essentials (VCE) and Brand Survey Lift solutions for mobile campaigns, and also offers Plan Metrix Multi-Platform and Mobile Media Metrix via the gaming platform. The latest deal will integrate flagship cross-platform offering Comscore Campaign Ratings (CCR) with Anzu's solution, offering campaign measurement with 'greater accuracy and precision down to the market level'. CCR provides deduplicated incremental reach to complement national and local linear buys.

Anzu CEO and co-founder Itamar Benedy says the deal 'marks a significant milestone in our long-standing partnership, with Comscore's ability to provide a broad view across platforms and environments proving extremely valuable to us and our advertiser partners'. Steve Bagdasarian, Chief Commercial Officer at Comscore says major brands 'recognize that Gen Z and Millennial audiences spend substantial media time in-game', and adds: 'Comscore leads in providing cross-platform measurement enabling national granularity of deduplicated incremental reach and frequency down to the local market level, transforming how national advertisers can use data for precise, real-time campaign adjustments across all media'.

Total in-video game ad spending is predicted by E-Marketer to reach $8.5bn in 2024 and more than $10bn by 2026.

Web sites: www.comscore.com and www.anzu.io .