In-game advertising platform Anzu has announced its launch into the Indian market, exclusively represented in APAC by AdColony.
With Anzu, brands can access in-game inventory and target gamers in India programmatically. It offers marketers brand safety along with viewability and recall. Anzu has integrated partnerships with ad-tech vendors like Nielsen, Moat, Comscore and Kantar through which it can provide brands ad viewability, brand lift measurement, audience verification, data enrichment and fraud detection.
Amit Rathi, country manager, South Asia, AdColony said, “At AdColony, our mission is to connect brands with consumers across the full spectrum of gaming and e-sports, ranging from hyper-casual mobile gamers and streamers, to console gamers and esports fans. This exclusive deal with Anzu will give more brands the confidence to engage with gamers in India, and connect their media strategy across the entire range of gaming environments.”
Itamar Benedy, CEO and co-founder, Anzu, said, “We’re thrilled to partner with AdColony and launch our offerings in the Indian market. In the sub-continent, brands are recognising that gaming is no longer a demographic or even a channel, but a cultural layer that sits across how we socialise, play and engage with brands. Ambitious brands that have an appetite for creating groundbreaking campaigns will now be able to connect with a wider audience and deliver powerful, impactful creatives through this partnership. We’re excited to see this transform the way brands and consumers interact.”