These would include standards for ad viewability and brand lift measurement, fraud detection and user privacy norms.
British multinational advertising company WPP joined hands with Israel-based adtech startup Anzu, which also specialises in integrating advertising into video games. This partnership aims to bring commonly accepted advertising standards to the world of esports and games.
This partnership comes as the lack of universal standards for in-game advertising increases frustration among brands when gaming popularity reaches new heights due to the pandemic. With this partnership, WPP and Anzu aim to push in-game advertising towards becoming a mainstream advertising for organisations targeting to reach around three million gamers worldwide.
The collaboration would enable advertisers to track, report and audit viewable impressions in real-time. In-game advertising solution for esport tournaments would further allow advertisers to reach gamers outside their homes.
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