Industry experts, including Dentsu’s EVP Brent Koning, see this as a significant step forward for measurable and meaningful advertising in gaming.

The company announced the global launch of privacy-safe audience targeting, now live across its platform after integrations with Eyeota, Predactiv, and Semcasting.

These new features benefit both advertisers, by increasing campaign efficiency and investment, and game developers, by enabling higher CPMs and monetization opportunities.

The platform supports targeting over 62,400 audience segments across 180 countries without relying on cookies or device identifiers.

Anzu has expanded its in-game advertising capabilities beyond basic contextual targeting, now enabling precise audience targeting at scale to boost campaign ROI.

Advertisers can now activate first-party data for retargeting, creating custom and lookalike audiences within gaming environments.

Anzu's technology features a patented 3D ad tracking engine that measures viewability within games, enhancing ad effectiveness.

This milestone follows recent strategic investments from major firms and the release of a data-driven report on trends in in-game advertising.